Does the sales pitch and negotiation process change in the case of different channels?
The process of rate negotiations varies from channel to channel. There are different norms and methodologies for general entertainment channels and for the special interest channels – I don’t refer to them as niche channels. In the case of the general entertainment channels, the game is number driven and is entirely ratings driven. The mantra “the more the merrier” holds true. But, in the case of the special interest channels, the sales pitch revolves around the environment. The environment offered by these special interest channels goes beyond the usual metrics of ratings. For example, consider English entertainment channels such as Star World. It might not have numbers but its USP (unique selling proposition) is audience/viewer loyalty. There are people who would only watch such channels. In the case of special interest channels, there are a lot of opportunities to customise packages and properties. However, one has to ensure that the customisation is in sync with the core brand prem
