Times TV Network to up ad rates by 20% across channels

MUMBAI: Times Television Network (TTN), which claims a reach of 90 million urban affluent Indians with Zoom, Times Now, ET Now and Movies Now, has decided to increase ad rates across the four channels by over 20 per cent from today.

TTN MD and CEO Sunil Lulla said, "Times Television Network is a very uniquely positioned television bouquet which offers distinctive entertainment and quality information to urban affluent audiences and reaches 35 per cent more viewers than the previous year. Each of our channels has a successful track record and has contributed to growing its category. The ad rates reflect the true value we offer to our very valued customers. We will continue to be differentiated, competitive and ahead of the curve."

A total of 2000 brands are present across the four channels. "Movies Now is off to a strong start while Times Now has been dominating in its genre. This, coupled with the completely distinctive offering of Zoom and the rapid rise of ET Now, seems only appropriate for the Network to command a premium over its competitors," Lulla added.

A media buyer said that while he hasn‘t received the proposal from TTN increasing ad rates by over 20 per cent, it is a challenge at a time when there are many players. "Due to the fragmentation of viewership, it is already costing more to reach the same number of viewers. From our point of view, delivering efficiency while maintaining costs is a challenge. Right now we are in a complex web. It is not a simple equation. There would have to be a serious justification for a client to agree to such a hike."

In the news genre, there are many players and Times Now has had a see-saw fight with CNN IBN.

The media buyer also noted that while Movies Now has been doing well with its HD quality of broadcast, it might be too soon to go to the market for a hike as it has been operating for less than a year.

Earlier, Movies Now channel head Ajay Trigunayat had told that the aim would be to double rates. He argued that the rates it charges were not comparable with competition. "Competition gets Rs 3500-5000 per-10 second spot. We want to reach Rs 3000 per spot by increasing the effective rates by 100 per cent over the next three months," Trigunayat had said in the interview.

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