For the first time, the Republic Day parade will be telecast live for Indian and international audiences on the channels Colours and Rishtey, with the feed originating from Doordarshan.
Both Colours and Rishtey are owned by the Viacom 18 group. The telecast is aimed at international audiences, especially in the Middle East, North Africa, the United States and the United Kingdom. News channelswill run feeds taken from Doordarshan, said sources.
“For the first time in history, we have a US president attending the Republic Day celebrations and we are able to simulcast this historic event live to our audiences,” said Raj Nayak, chief executive officer, Colors, in a statement.
However, Obama’s visit hasn’t pushed advertisers’ interest much, with channels saying their advertising rate on that day is the same.
“Presence of the American President at the parade has not impacted ad rates at all. Brands buying slots regularly, in bulk will not see any change in ad rates,” said a media buyer from Maxus Group.
Another media buyer, requesting anonymity, said the usual ad rates on news channels cost around `10, 000 whereas on general entertainment channels the slot will cost about `20,000.
With agency inputs