Abstract

This caselet examines the increased usage of in-program placements by Indian companies. The caselet also describes various ways in which Indian companies are using in-program placements. Finally, the caselet explains how Indian television channels are using this tool for their advantage.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Decreasing effectiveness of mass media advertising
• Evolution and growth of in-program placements
• In-program placement as a revenue generating and cross-promotional tool for television channels
• and In-program placement in news bulletins and talk shows

Keywords

ESPN Star Sports, ‘Replay Bug’, ICICI Bank, Dr. Morepen Labs, Sony Entertainment Television (SET), ‘Jassi Jaissi Koi Nahin’, Kellogg’s, Aaj Tak, ‘Kaun Banega Crorepati’, TAM and Cross-promotion