Specials

IDOS 2014: SureWaves all set for the big digitised wave

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/09/30/idos-logo-2014_0.jpg?itok=m1ix0Mhj

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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=LCDfUTHb
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...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=GyhainlE
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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=tcCmJbUp
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=58t69ZWV
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=saEessEW
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ott_digital.jpg?itok=TbTt6GB7
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ficci.jpg?itok=orH6kGOd
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/fic.jpg?itok=8XCuIr6t
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/Ficci_Frames_2018.jpg?itok=4twFKrtj
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories