DD slashes advt rates due to poor response

The Commonwealth Games official broadcaster, Doordarshan (DD), has reduced its advertising rate by half following poor response from advertisers. HT reports.

The Commonwealth Games official broadcaster, Doordarshan (DD), has reduced its advertising rate by half following poor response from advertisers.

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It is likely to adversely impact DD's advertising revenue estimate of Rs 200 crore from the 12 day event starting from October 3. The DD expected to earn Rs 100 crore from the event.

"The packages that were initially offered have been revised as advertisers' response has been lukewarm," a senior DD official said, wishing to remain anonymous.

The national broadcaster had earlier offered packages of Rs 25 crore, which has been revised to Rs 5 to 10 crore.

The DD is, however, hopeful to meet the revised target as the emphasis in on government organisations and public sector companies.

The decision to reduce advertising rates is related to National Thermal Power Corporation and the power grid's decision to withdraw their sponsorship for the games.

Besides the big packages, the stand alone ad slots on per ten seconds basis would be released for sale by the first week of next month.

It is understood that a ten second slot is likely to be priced around Rs 1 lakh and advertisers would have to option of choosing the channels and days.

The games would be telecast on six national DD channels, including a new high definition channel to be launched, and 16 regional channels.