SureWaves to tie-up with 50 cable TV channels

KOLKATA: Having tied-up with over 300 local cable TV channels, Bangalore-based digital media-technology company SureWaves MediaTech now aims to have another 50 cable TV channels for integrated advertisement aggregation.


“We plan to reach out to all cable TV channels in the country. At present, we have tied up with 300 channel partners. It is a continuous process. With time, aggregation with the remaining channels will take place,” SureWaves head strategy and regional director-south, Nishant Nair, told


SureWaves MediaTech offers the SureWaves Media Grid, an integrated advertisement aggregation, content delivery, network management, media planning, and reporting platform. The company positions a proprietary device that is connected to the grid and the TV channels. SureWaves provides real-time data monitoring of ads, which has made cable TV advertising accountable for the first time; according to Nair.


 The company collaborates with local channels owned by multi-system operators (MSOs). “We are not interested in tying up with local cable operators who have channels as we are not sure about the quality of these channels,” said Nair. “SureWaves is already on its way to becoming a game-changer in the way geo-targeted advertising currently works in the country.”


 With digitisation picking up pace, the number of satellite channels in the country is expected to grow and SureWaves plans to approach these channels to extend its solution. At present, around 150 brands such as HUL, Wipro, Dabur, Parle, Aircel, Vodafone, Nestle and Honda are utilising SureWaves’ services.


 “We are also targeting national advertisers, who want to reach all the markets,” said Nair. The television advertising spend is around Rs 15,000 crore and the eastern region, primarily dominated by West Bengal, accounts for nearly 20 per cent of the TV advertisement market.


 Just last month, SureWaves started its Kolkata operations and is betting on the Kolkata market for growth. The company currently has over 75 employees.

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