Bennett, Coleman & Co. Ltd (BBCL) the publishers of The Times of India is eyeing the online medium to earn additional revenue from the video content produced by its TV channels.
It has set up an online video arm, called Times Audience Network, which will pick up some of the video content from its TV channels and package it for online consumption. Times Audience Network is actually a rebranded version of the Zoom Audience Network, which offered video content online from Zoom TV.
"Apart from Zoom TV, video content from various channels and companies such as Times Now (news channel), ET Now (business news channel to be launched soon) and Times Music (music company) will also be offered online," Sameer Pitalwalla, head, digital, Zoom Television, tells afaqs!.
The online video content developed by the group will be distributed through the content syndication route. TOI has tied up with 40 websites and will provide free upload of its video content on these websites.
Apart from its own network of websites, portals which have entered into partnerships with Times Audience Network include BigAdda.com, Cinecurry.com, Smashits.com, Erosentertainment.com and Chakpak.com. Websites can pick up any number of online videos and upload these on their portals.
Times Group will use online video advertising to monetise the video content made available to its partner sites. Pitalwalla says, "We have set up our own ad sales team which will get advertisers for the video ads. Our partner websites can also sell online video advertising inventory. In both cases, the advertising revenue will be shared between the website which will host the videos and Times Audience Network."
Video advertising options such as pre-roll, mid-roll, post-roll and overlay video ads and branded skins will be offered to advertisers.
Times Audience Network has already roped in 15 advertisers such as HDFC, Tata Sky, General Motors and Travelchacha.com.
The size of the online video advertising market is estimated to be Rs 30-35 crore.First Published : March 17, 2009