The Television Cult: Prevalence of Brand Placements in an Indian Reality Show

Brand Placements (BP), a predominant strategy to ensure brand prominence has not been explored substantially concerning its role in reality shows (RS). This study on content analysis examines the prevalence and pervasiveness of BP in RS with specific reference to 'Bigg Boss', a highest Tel...

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Bibliographic Details
Published inJournal of promotion management Vol. 27; no. 7; pp. 971 - 997
Main Authors Natarajan, Thamaraiselvan, Jayapal, Jegan, Gangadharan, Nakul
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 2021
Taylor & Francis Ltd
Subjects
Bigg Boss
Brand/product placements
Content analysis
embedded marketing
reality shows
Television
India
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Summary:Brand Placements (BP), a predominant strategy to ensure brand prominence has not been explored substantially concerning its role in reality shows (RS). This study on content analysis examines the prevalence and pervasiveness of BP in RS with specific reference to 'Bigg Boss', a highest Television Rating Point (TRP) rated Indian RS. The results indicate that the brands have appeared at least once for every minute with an average appearance of 5 seconds, and exhibit that BP are integrated through the plots of RS. The findings imply that BP in RS will deliver better outcomes in comparison with other media platforms.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2021.1888176