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 Kalaignar
TV recently presented prizes to the winners of the Bid2Win
contest organised by the channel at a function in Chennai.
Bid2Win is a spread format of Cellcast Interactive India Pvt Ltd
It's an interactive game show powered by the reverse auction
application where consumers get an opportunity of winning
branded products like plasma screens, high-end mobile phones,
gaming consoles, music consoles and digital cameras by bidding
low and unique.
Every episode focuses on one
product for the daily bid where the home viewers get a chance to
send their bids through text messages, IVR, Web, WAP and any
other new platforms in future to a pre-defined short code. The
application in the backend analyses the data and identifies the
winning bid that needs to be lowest and unique.
Bid2Win is a hosted show where
every episode will open with an announcement of the winner of
the previous day's bid, moving on to introduction of the product
of the day open for bid.
The show will be in a
pre-recorded format with live dynamic interactive overlays
delivered through the graphic server installed at the broadcast
centre. These overlays will show the names (nicknames
pre-registered through SMS) of bidders in real time and also
show the name of current winner who has the lowest and unique
bid at a particular moment. The application will filter the
qualifying names automatically, be moderated at the host's end
and then pushed on to the graphic server. The graphics server
will show these names as last layer on the broadcast feed on to
the TV screen.
Reverse Auction Concept
The concept of reverse auction
is the opposite of a normal auction. Reverse auction is one
platform which allows the common man to bid for dream products
and buy them for just a few paisas. As its name suggests,
reverse auction is just the opposite of a regular auction. The
aim of the bidder is to keep the bid amount as low as possible
in order to win. The catch is not just to be the lowest bid but
the bid which is low as well as unique. Hence, the winning bid
will be the one that is low as well as not matched by any other
bid.
Reverse auction puts highly
desirable items (iPods, mobile phones, laptops, home theatres)
within easy reach of a young audience that may have limited
resources. To make a successful lowest unique bid, a participant
may need to make several attempts. It encourages massive repeat
participation. The unique multi-platform campaign provides
excellent exposure for programme/prize sponsors, and thus a good
revenue opportunity for the broadcaster, said its spokesperson.
All products that are featured
on the show are aspiration based and high-valued products which
the common man desires but finds out of reach. The perceived
value of the products is higher than the actual cost. Most
products are electrical gizmos, automobiles or even jewellery.
More expensive products like holidays or bikes are categorised
for weekly auctions while smaller products like trendy mobiles,
iPods, camcorders are put up for daily auctions.
Kalaignar TV claims that the
show is hugely popular and enables participation of a large
number of viewers on a regular basis.
The prize winners said the
contest was easy to participate in, and that was the main reason
why they had entered it.
R Rangaraj
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