Now, a roadblock on digital screens for UTV Action

By afaqs! news bureau , afaqs!, Mumbai | In OOH News
Last updated : January 14, 2010
High octane images from Hollywood and Bollywood movies are being bombarded on OOH Media's screens to promote the new channel

Roadblocks in print, on television, online and even outdoor and radio have been witnessed; it's now time for a roadblock on digital outdoor screens.

UTV Global Broadcasting has launched its new channel, UTV Action, which will showcase fast paced, high octane action from Hollywood (dubbed in Hindi) and Bollywood. To promote it, the channel has tied up for a roadblock effort with Out-of-Home Media (OOH Media), the out of home television network.

Roadblocks, for the uninitiated, are essentially media time or space blocked by a particular brand in such a way that a consumer will only see this brand's ads all day or more, depending on how long the brand has blocked the media. The bombardment of a single brand's ads in such a way, therefore, serves the purpose of creating a space for itself in the consumer's memory - thus aiding top of mind recall.

According to the tie up, OOH Media will promote the newly launched channel in select locations in metros and mini metros through a roadblock. OOH Media has already installed more than 4,500 screens in more than 22 cities across India, reaching out to 50 million people monthly, which make it the largest network in India.

Commenting on the deal, Fabian Cowan, general manager, sales (West), OOH Media, says, "OOH media is increasingly establishing itself as an ideal platform to promote new shows and channels due to its presence across cities and key clusters - catering to the required target audience for these brands and their offerings. The ability to use the medium innovatively, in this case as a roadblock, has allowed UTV Action to showcase its offering in a more robust and exciting manner."

Sameer Ganpathy, channel head, UTV Action, says, "With media such as OOH screens, it is essential to undertake advertising which is clutter breaking and so we have taken a roadblock on critical OOH Media sites to promote UTV Action content."

As its target group, the channel is eyeing males in the age group of 15 years and above across Hindi speaking markets. In the first month of its launch, UTV Action will showcase 15 titles, including popular movies such as Men in Black, Black Hawk Down, End of Days, Bad Boys-II, Grudge, Vertical Limit, Crouching Tiger Hidden Dragon, Desperado, Godzilla, Blade, Ab Tak Chhappan, Border, Chandni Chowk to China, Race and Pirates of the Caribbean - Curse of the Black Pearl.

With big marketing spends on television and outdoor, the channel has signed OOH Media to promote the same, spanning across cities and clusters including malls, multiplexes, lifestyle stores in Mumbai, Delhi, Pune, Ahmedabad, Kolkata, Lucknow, Jaipur and others cities to promote the show at locations where people spend their time out of home.

First Published : January 14, 2010
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