The latest fad in TV viewing is the DTH service and advertising moguls are considering various strategies to make use of this powerful medium to reach out to their consumers.
Service providers and their offers
With each passing day, the number of DTH service providers has gone up. The list includes service providers like Tata Sky, Airtel Digital, Reliance Big TV, Dish TV, Sun Direct, and Videocon D2H. All the providers have their own individualistic plans regarding their advertising strategies and space. Some offer advertising on the booting screen like the one when you turn on your DTH you are greeted by the ongoing advertisement. In a Tata Sky, advertisements are aired on Channel 100, the default power-on channel. Here a single brand advertisement plays for a particular time slot and the numbers of advertisements for the said brand are played in a loop until the channel is changed. Full-fledged interactive advertising channels have also been launched by some.
Retailers across all the categories are opting for advertising with different DTH players and are chalking out advertising plans suited to their businesses. Vodafone, Big Bazaar, Titan, Samsung, and Whirlpool, Maruti Suzuki, Pepsi, Hindustan Unilever, Cadbury, Nestle, Hewlett Packard and many more have joined the DTH advertising bandwagon. Coca-Cola India advertises for its juice drink brand- Minute Maid Pulpy Orange for running on Tata Sky. The latest is Maggi and Pizza Hut that are also running ads on Tata Sky.
The attracting force
Thus, the advantages and benefits of DTH has attracted the retailers to advertise on this powerful medium. The clutter free medium offers retailers the exclusive space to engage their consumers. The DTH provider offers their consumers with ‘opt- in’ to get further details of a brand and its offerings. A DTH user on an average spends about half an hour of their day to check out the extra services offered by the service provider. Enhancing a brand’s visibility and evoking recognition with a niche audience is also an advantage that the retailers are cashing upon. The ad rates for advertising on cable are sky rocketing when compared to the advertising expenditures on a DTH service. Thus, DTH provides ample advantages over other cable channel provider.
DTH subscriber base is projected to touch 29-30 million by the end of the next financial year, and the advertising revenues for a DTH service provider will shoot up to five per cent in the coming years.
The time is now for those who have not thought of taking on the DTH advertising road. Chip in now and reap benefits for your business! However, the question remains whether the DTH players or the retailers benefitting from it. Well its a win-win situation for both and that is reason behind its success.