Eyes bigger slice of ad pie; Quasar to focus on monetizing the platform.
BestMediaInfo Bureau | Delhi | September 13, 2010
Dish TV has appointed Quasar as its exclusive sales partner for platform sales. As a key business partner, Quasar’s main focus would be to monetize the platform through advertising inventories, alliances, partnerships, sponsorships and innovative solutions enabling marketers to reach out to their target audience.
Salil Kapoor, COO, Dish TV said, “The DTH category is already 25 mn+ households which is around 30% of the C&S (cable & satellite) homes and is growing rapidly towards 33 mn Households by the end of this year. This rapid expansion of DTH cannot be ignored by any informed marketer or media buyer. Dish TV with its 8 million subscribers is one third of this base, straightway giving advertisers a reach into 8mn homes. Advertisers across segments are warming up to this True new media innovation and are chalking out advertising plans suited to their businesses. We are looking at this as a big opportunity and we are sure our partnership with Quasar will help us reach out to the marketing fraternity”.
“Dishtv is a market leader in the DTH space with more than 8 million subscribers who become a captive audience for advertisers and this is what would work in our favor while designing attractive solutions for the new age advertisers.” said Manish Vij, Co-founder-Quasar.
Innovations offered by Dish TV include direct access to 8mn households through its default channel and associations with the latest blockbusters on Movie on Demand at a nominal cost. DTH is as transparent for advertisers as it is for the broadcasting industry.
In the current system, household reach and viewership of channels are measured by Television and Media Audit (TAM) through recording meters installed at few locations. DTH Set-top boxes installed at each consumer’s house enables a much more accurate and efficient determination of viewership and reach. On DTH, the advertiser is sure of his message reaching his audience directly.