Advertisers wake up to appointment television

By , agencyfaqs!, New Delhi | In Media Publishing | October 30, 2007
Value added services, on which DTH players have been spending time and money, are finally delivering, proving true the predictions of experts in the field

It was & #BANNER1 & # a victory of sorts for DTH players when Tata Sky's interactive application, Active Wizkids, attracted Samsung to advertise on the value added service (VAS). VAS, on which DTH players have been spending time and money, are finally delivering, proving true the predictions of experts in the field.

"The interactive services, (for example,) Active Wizkids, the edutainment feature from Tata Sky targets children (3-9 years) and their mothers. This forms a niche market with a specific target audience for companies targeting a similar group of prospective consumers. Samsung has tied up with Tata Sky to advertise on Active Wizkids. There are various other clients approaching us for advertising on active applications," says Vikram Mehra, chief marketing officer, Tata Sky.

The medium of advertising opportunities has been expanding and becoming larger with time. Initially it was print, hoardings and radio. With the entry of television, it became visually more attractive. Then came the online advertising medium, next the mobile with SMS marketing, and now, interactive marketing.

Anita Nayyar
Anita Nayyar, CEO, MPG India, says, "I have seen a lot of interest among advertisers for such value added services on DTH, especially those clients who want to be focused. I'd call it appointment television as these value added services are attracting a lot of eyeballs. Say, if I request for a movie on demand, I would watch it religiously unlike a movie that's premiering on television. Eyeballs are dedicated on this medium and that's what advertisers are appreciating."

Experts believe that with DTH services growing in number, the marketers are looking at an innovative tool for reaching niche audiences. They have found a solution with DTH's acceptance throughout the country. "Already, two (DTH) players have crossed the one million mark and three-four other players are queuing up for an entry, so the opportunity is tremendous. There are two distinct advantages that advertisers are seeking from VAS. Firstly, their accountability, and secondly, strategic partnerships," says Sundar Raman, MD, Mindshare.

The opportunities are immense with specific target groups available for direct communication. Experts believe this is just the start as interactive applications are what will be the biggest USP of a DTH service provider. "People still wonder what additional service we get from DTH that we can't get from the local cable service. That's why more and more applications are being thought of by DTH players to stay ahead of the competition," says Nayyar.

Tata Sky is planning to launch several new active applications in the near future. Thus, the choices of advertising to different target audiences as per the product and service are expanding.

"Tata Sky is not only providing the consumers with television channels and interactive features, but also providing the marketers an easy way to reach their target audience. Television is no more an idiot box, but a wholesome family entertainer and also an innovative marketing tool with service providers such as Tata Sky," says Mehra.