At a time when television channels are fighting hard to find their requisite spot within the Indian family household, Gujarat-based Sambhaav Group has decided to tap into these viewers through a live transit television channel, called Wise TV.
The group will offer the channel across 3,500 GSRTC (Gujarat State Road Transport Corporation) buses connecting all important cities across Gujarat, and parts of Maharashtra and Rajasthan. The company has roped in Amit Ray, ex-president of Lintas Media Group, as director, Wise TV.
As far as programming is concerned, the channel will initially showcase popular Gujarati sitcoms and will be heavy on comedy and Bollywood content.
Elaborating on the objective behind the launch of the 'TV channel', Vadodaria notes that currently, no TV channel provides any significant reach in Gujarat. "There are thousands of students and working professionals who commute through state transport buses in Gujarat. Also, Guajaratis rank as the No. 1 travellers in the country as per the Ministry of Tourism. There are millions who travel on the state buses for vacation or social purposes. So, it made sense to tap these audiences through a new medium," he says.
According to a Neilson research on transit TV, audiences of the medium are tertiary-educated, wherein 87-94 per cent of the audience can recall the brands they see on a transit TV.
Also, internationally, 31-48 per cent people buy products they see on transit TV. "Meanwhile, 71-86 per cent of riders are practically guaranteed to be in the same place and same time at least twice a day, five days a week. This is a jackpot for advertisers," he says.