Specials

IDOS 2014: SureWaves all set for the big digitised wave

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2014/09/30/idos-logo-2014_0.jpg?itok=CZLKujdz

GOA: Localisation is the new mantra, which businesses across the world are adopting to survive the highly competitive market scenario. Who would have thought of a paneer burger from the house of KFC?

Taking a cue from that, national advertisers are increasing their spending on local cable television channels as it garners high viewership due to the locally relevant content it airs. The aim is simple: to target consumers in specific geographic areas.

SureWaves MediaTech CMD Rajendra Khare during a fireside chat with Indiantelevision.com founder, CEO and editor in chief Anil Wanvari at IDOS 2014 spoke on ?New drivers of monetisation for cable TV?.

Cable reaches the remotest of hinterland and the national advertisers are looking for growth from these markets. ?SureWaves is already on its way to becoming a game changer as far as geo-targeted advertising in the country is concerned,? he said.

?The local content aired by the MSOs and the LCOs or the niche satellite channels has a great connect with the local audience. Not only in India but world over, people care more about what?s happening in their locality rather than what?s brewing at the national and global level,? he added.

SureWaves MediaTech, a Bangalore-based digital media-technology company, offers the SureWaves Media Grid, an integrated advertisement aggregation, content delivery, network management, media planning and reporting platform. SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable.

Elaborating more about the company Khare said, ?We build cloud based technology. We have our own devices, which we install at the studios of our channels partners.? The company positions a propriety device which is connected to the grid and the TV channels.

It is learnt that the company has partnered with many channels, irrespective of the people watching those channels. ?Here the national advertiser, who wants a large audience, benefits the most as the business house gets combined viewership of end number of channels together,? he said.

As for the local channels, they are happy with the new advertising revenue coming in from the big players. The local channels till all these years never got access to the advertisement revenue from the national advertisers. So that problem is now getting solved. ?We are solving the problems of the parties. Advertisers are experimenting with our platform,? he said.

?This is the robust monetisation model that channel partners sign with us. We are accountable and instantly can see whether the advertisements are aired or not,? he highlighted.

Stating the TAM report, Khare said that nationally these channels command around 4.5 per cent of the channels? share and nationally it is top five channels. ?The combined viewership of local channels is very large. As a standalone, these channels don?t get the national advertisers? revenue as the national advertisers contribute a big chunk to the national television advertising spent,? he said.

With the digitisation process in full swing, the country is expected to see satellite channels increasing, and post digitisation, the solution provided by the company would be more sought after. ?In the digitised era, more niche high definition content would be there,? he said.

Talking about the challenges, he agreed that it is problematic as some local broadcasters? air pirated content. However, he further added that it is easier to screen content.

He concluded by saying that the company is working on a solution to create content for the broadcasters, who are its partner.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/31/partners-forum-2018.jpg?itok=32stUU5O
India To Host Fourth Edition of Global Partners’ Forum 2018 in December

This year, India will play host to the largest-ever Partners' Forum on 12th and 13th December 2018 in New Delhi. PMNCH (The Partnership for Maternal, Newborn & Child Health) will bring together 1,200 partners from over 100 countries dedicated to the Every Woman Every Child (EWEC) movement and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/SEPCsangeeta.jpg?itok=jhtLTefb
SEPC pavilion makes waves at MIPCOM 2018

It was indeed a historic moment for India’s content creation, distribution and broadcast industry at this year’s MIPCOM which concluded at Cannes, France on 18 October 2018. More than 300 Indian delegates swarmed the French Riviera village – the largest delegation in the Reed Midem market-cum-...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/25/block.jpg?itok=746SRwdG
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=srJ0kbdQ
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=mwaud0s2
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=82nEDNeJ
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories