Direct to home (DTH) service providers, reeling under revenue losses that are expected to touch as much as Rs 4,000 crore this financial year, are exploring ways to generate revenue through innovative advertising options.
“The way competition is going in the DTH industry, there is not too much money to be made from subscriptions,” said Santosh Sood, an independent brand consultant. “You have to augment the money from other options. The price DTH players are charging the marketers is attractive but innovation in advertising will be key.”
Tata Sky has recently launched geographical-based advertising on its interactive service channels. “This service gives advertisers a chance to use television medium to talk to a select group of people,” said Vikram Mehra, chief marketing officer at Tata Sky. Tata Sky has tied up with companies across sectors like personal finance, automobiles and consumer durables.
Zee Group’s Dish TV is exploring tie-ups with film producers for film promotion opportunities like early availability of new releases on its’s movie-on-demand service, and pushing campaigns through text message and emails. Last year, Dish TV premiered Bollywood flick Oye Lucky, Lucky Oye on its platform in less than a month of its launch on cinema halls. “DTH is a non-cluttered environment and there is no chance of a product getting lost,” said Salil Kapoor, chief operating officer, Dish TV.
A recent entrant in the industry is in talks with various companies across sectors like travel, food and beverages and mobile phone manufacturers to allow its subscribers to buy these items through vendors and earn a 2-2.5 per cent commission. “We need to achieve a basic threshold of subscribers and are targetting to roll out advertising on our interactive services in financial year 2010,” said a company official who did not wish to be identified.