MAX confident of selling inventory by mid-Jan '03

MUMBAI: Indecisive advertisers and ad agencies had better watch out as there might not be any available spots during the World Cup 2003 cricket matches being aired on television! MAX officials have claimed that it will be able to sell 75 per cent of its World Cup cricket inventory by the first week of January. Nimbus officials have also claimed to have sold 91 percent of their total inventory.

SET executive vice president, sales and revenue management Rohit Gupta confirms: "We are very much on target as far as the sales of inventories as well as the revenues are concerned. The large sponsorship categories will be finalised by 5 January 2003. The remaining inventories (around 25 per cent) relating to the small-spender categories will also be finalised by mid-January 2003."

Gupta also confirms that five out of the six major properties such as Action Replays, Fours, Sixes, Fall of Wickets have already been sold. "Predikta, the interactive game, had various levels of sponsorship. Pepsi is the principal sponsor of Predikta, whereas the other advertisers will offer prizes," he adds.

Media sources claim that these smaller categories include credit card companies, banks, insurance companies, cement companies, food companies and batteries, among others. Such companies need not necessarily have large budgets and could make do with buying lesser spots.

MAX's Gupta insists that the channel has carefully designed the advertising sales package so that advertisers will experience minimal clutter and viewers will have an enriching and satisfying experience. MAX has 4500-4800 spots whereas DD has around 6000 spots.

Channels    Qualifying stage    Super Sixes stage

DD    210 spots    170 spots

MAX    140 spots    60 spots

However, the MAX team is pretty bullish on expanding the base of advertisers for the cricket matches. MAX has devised an entertainment package that comprises several 'softer' and 'not-necessarily cricket' programmes.

Says Gupta, "Although the purists will be interested only in viewing the matches, there could be others who could be interested in knowing more about South Africa; the culinary delights of South Africa; or the personal details of cricketers and other celebrities. "

Gupta also feels that 'out of home' (OOH) viewing will increase substantially during the forthcoming World Cup. "Research agencies must make an effort to monitor the viewing patterns. These findings must eventually be shared with media planners," he adds.

Industry sources claim that MAX is poised to garner nearly Rs two billion out of the possible Rs 3.7 billion ad spend during the forthcoming World Cup.

Meanwhile, Nimbus chairman and MD Harish Thawani has also claimed that the DD-Nimbus combine is on course to attaining its determined target. He however refused to give away figures of the revenues garnered thus far.

Media planners claim that C&S channels have traditionally bagged 82 to 87 per cent of the total ad spend, whereas DD has bagged 13 to 18 per cent, a trend that has stayed constant in the last four years.

Latest Reads
Anushka Sharma joins hands with Discovery to promote Tiger Conservation Movement

Leading Bollywood actress Anushka Sharma has joined hands with to promote a global awareness movement to save tigers from extinction.

Television TV Channels Factual @ Discovery
Shemaroo Entertainment brings back the Golden Era of Nimmiji

Shemaroo Entertainment’s retro music channel Filmi Gaane launched a compilation of 35 songs of 1950’s veteran actress Nimmi by the name “SUPERHITS OF NIMMI - The Vintage Beauty”.

Television TV Channels Music and Youth
Star India publishes RIO as per TRAI tariff order

After Supreme Court of India gave the verdict in favour of Telecom Regulatory authority of India (TRAI) in the tariff order case.

Television TV Channels GECs and CNBC-TV18 break new ground with launch of educational web series — Mutual Funds Simplified, the premium financial news digital platform, and CNBC-TV18, India’s No. 1 business new channel, will launch a new digital series named “Mutual Funds Simplified” on November 13, 2018.

Television TV Channels News Broadcasting
Network18 Digital elevates Ranadeep Chakravarty as marketing head

Network18 Digital, the digital arm of Network18, announced the elevation of Ranadeep Chakravarty to marketing head of Firstpost, News18 and

Television TV Channels People
TiVo Renews Personalized Content Discovery Platform Agreement with Foxtel

SINGAPORE: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Foxtel, Australia’s leading subscription-TV platform, has renewed its license to TiVo’s Search and Recommendation services and will have access to TiVo’s Personalized...

Television TV Channels GECs
Regional becoming the focus for festive advertising

The last quarter of the year is the best season for everyone. The festive rush not only excites consumers but even brands and advertisers. Television viewership increases and the overall growth in advertising also witnesses an uptake during the festive season.

Television TV Channels Regional
TVision technology will complement BARC India’s data: Yan Liu

Star TV has partnered with TVision, a company which measure actual eyes on screen attention providing advertisers, agencies and television networks with the second-by-second data required to understand the effectiveness of television advertising and programming.

Television TV Channels Viewership
Alipay signs 8-year deal with UEFA

Chinese payment platform giant Alipay has become the official global payment partner of UEFA for the next eight years.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories