MAM

SureWaves looks to capture Kolkata ad market

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Kolkata: SureWaves MediaTech, a Bangalore-based digital media-technology company, which tied up with local cable regionals like Manthan, Den, Incable, WWIL among few others and started operating in Kolkata about six months ago, is now looking forward to further growth in the region.

The company offers the SureWaves Media Grid, an integrated advertisement aggregation, content delivery, network management, media planning and reporting platform. The company has tied up with over 250 channels and has been able to penetrate in over 100 different markets across the country. Now, it plans to approach the satellite channels to extend its solution as with digitisation process, the country is expected to see satellite channels increasing in coming days.

“National advertisers like HUL, Parle, Aircel, Vodafone, Nestle, Honda look at the West Bengal market because of its local flavour. We plan to have a physical office in Kolkata like Mumbai and Delhi once the market conditions are conducive,” said Rajendra Khare, founder of SureWaves.

The total amount spent on television advertisements is somewhere close to Rs 15,000 crore and the eastern region, which is primarily dominated by West Bengal accounts to around 20 per cent of the market. “In next three to five years, we are looking at a share of eight to ten per cent of the Bengal market once things are stable. It can be achieved only when we know how fast we educate the clients,” Khare said.

The penetration of TV in Bihar too is good, says Khare, talking about other markets in the region. According to him, all the seven north-eastern states have distinct characteristics making spending decisions of the national advertisers easier.

SureWaves, which has received Rs 10 crore as early stage venture capital from India Innovation Fund and Accel Partners, is further looking at infusing funds through PE route for business expansion. “The company is already on its way to become a game changer in the way geo-targeted advertising currently works in the country,” said Khare.



SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable.

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