Last weekend, Jio Cinema premiered the third season of India’s most talked-about reality show, Bigg Boss OTT. According to Alok Jain, President of General Entertainment Channels at Viacom18, the network’s primary objective was not just to scale up the show but to ensure it remains profitable.

Jain emphasized the network's dedication to innovation and delivering fresh content to audiences through each season of the show on Jio Cinema.

He also highlighted the decision to bring in Anil Kapoor as the host, aiming to capitalise on his widespread appeal and charisma to attract and retain viewers throughout the season. This choice aligns with Viacom18's broader strategy to continually enhance the show's entertainment value and viewer experience.

The platform has roped in around seven sponsors, including co-presenting sponsors Too Yumm!, Signature Finest Silver Elaichi and Honda SP 160. Oppo and Sofy are co-powered sponsors.

“Bigg Boss OTT has also fostered brand loyalty. Too Yumm! and Lotus have partnered with us in the past. Brands understand the vast reach and influence of the property,” Jain said.

In an exclusive conversation with exchange4media, Alok Jain, President - General Entertainment, Viacom18 shared how Viacom18 plans to maintain viewer engagement with a new host. He also spoke on advertisers’ response and the marketing plans for Bigg Boss OTT season 3.

Edited excerpts:

How does Viacom18 plan to maintain viewer engagement and fan loyalty given Salman Khan's significant fan base and his impact on the show’s past successes?

We have built two different identities of the IP —broadcast and OTT—bringing Bigg Boss to the forefront of evolving entertainment formats, catering to diverse audience preferences and expanding its influence across platforms. This also led to constant innovations on digital as well as television. Salman Khan's presence has been instrumental in the tremendous success of the show, with his contributions proving invaluable.

As we introduce exciting new elements and capitalise Anil Kapoor's popularity, JioCinemaPremium is strategically elevating the IP to new heights. Our aim is to utilise Anil Kapoor's charisma, energy, and connection with audiences to bring a fresh perspective to the show, potentially drawing in new viewers while retaining existing fans. Daily episode drops make way for loyalty from a viewership POV. Interactive features such as audience takeovers, quizzes, and meme creation aim to foster deeper engagement among viewers.

Can you provide insights into whether budget considerations influenced the casting change?

Each season, we aim to innovate continually and offer our audience something fresh and new. We are constantly working towards scaling up the show in a profitable manner. For instance, with Anil Kapoor as the new host this season, his personality aligns perfectly with our theme of providing viewers with something 'Khaas'. We believe this casting choice, combined with our season's exciting theme and ongoing digital innovation, will ensure that Bigg Boss OTT 3 remains as captivating and engaging as ever.

Moreover, as we develop two distinct entities of the Bigg Boss IP—broadcast and OTT—the versions will be carefully differentiated to cater to the unique preferences and consumption habits of their respective audiences. This strategic approach allows us to deliver compelling content while maximising engagement and reach across different platforms.

How has been the advertisers' response to Bigg Boss OTT season 3?

Year after year, Bigg Boss OTT continues to set new benchmarks, attracting a significant patronage of brands and advertisers, and establishing its ecosystem beyond the screen. It provides advertisers with an expansive canvas to connect with target audience, introducing a fresh paradigm of brand visibility and engagement. The response from advertisers to Bigg Boss OTT 3 has been exceptional, with sponsorships secured from several leading brands already in place.

Now that this time you have Anil Kapoor as the host, what are your marketing plans for this season?

We are elevating Bigg Boss OTT 3 with a comprehensive 360-degree marketing plan that encompasses television, digital, and out-of-home (OOH) channels. In addition, we are actively engaging with the creator ecosystem and fan communities to significantly enhance the show's visibility among consumers. Leveraging Anil Kapoor's immense popularity, we aim to create a widespread buzz across all platforms. Our intensified marketing activities will include exclusive content, interactive polls, round-the-clock content drops, and a host of other initiatives to maximize audience engagement.

How significant is brand integration for JioCinema within Bigg Boss OTT? What types of integrations are most effective or sought after?

Bigg Boss OTT presents unparalleled opportunities for brands and advertisers through seamless integration. We offer a range of innovative interactive features that brands can engage with, such as ‘Audience takeovers’ where viewers influence decisions inside the house, quizzes in ‘Hype’ mode driving user interaction through comments, polls, and predictions, and 'Meme The Moment' allowing users to create memes from the live stream.

Our ‘JeetoDhan Dhana Dhan’ contest further engages viewers with show-related questions and exciting prizes. These interactive features are strategically curated around brand ethos, ensuring seamless integrations within tasks and interactivities. This approach, not only enhances brand visibility, but also enriches viewer engagement on multiple levels.