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Tata Sky opens its ad platform to advertisers

Through Actve Services, advertisers can now reach out to segmented targets such as women and children. McCain Foods, Google, Yakult, Maggi and Britannia have already tied up for this platform

BestMediaInfo Bureau | Mumbai | January 27, 2014


Tata Sky has now opened the doors of its interactive platform – Actve Services – for advertisers to reach out to their relevant audience. Brands can now effectively reach out to segmented targets such as women and children based on their product and services.

The popularity of Tata Sky’s Actve Services has grown four-fold over the years as they were developed to cater to specific audience with specific services, such as Actve Fun Learn (for kids aged 1-10 years), Actve English (for women and schooling children), Actve Cooking (for food lovers), Actve Vedic Maths (for quick and competitive techniques in exams) and Actve Music (for Hindi & English music lovers) being some of the popular ones. Companies can now run commercials or integrate brand communication in programs running on these platforms.

Leading brands such as McCain Foods, Google, Yakult, Maggi and Britannia, to name a few, have tied up with Tata Sky to showcase their infomercials on Actve Cooking.

As part of the on-going Corporate Social Responsibility (CSR) initiative of Google, they have chosen to air their infomercial on an hourly basis on Actve Cooking and Actve English, which has the largest women viewership. The Google videos explains the importance and basics of starting and shutting the computer, changing desktop background, searching information online, for women who are not exposed to the use of computers or internet.

Tata Sky today has a presence in 36,000 towns with over 11.5 million connections, out of which over 2 million are subscribers of Actve services. Actve Cooking and Actve English have been some of the popular choices in over 85 per cent of all households, more so in tier II and smaller towns of India. Tata Sky also has case studies where underprivileged women have successfully used Actve English to learn and match up with the current times.

“Reaching out to the audience based on research & preferences have helped our Actve Services become a huge success in India. Being a paid platform, there is a high level of interaction with repeat viewers every day consuming content that they desire and expect. The infomercials, integrated aptly with the Actve channels, have resulted in a positive impact on our subscribers,” said Vikram Mehra, Chief Commercial Officer, Tata Sky.

An advertising platform to reach out to the relevant audience in a niche and filtered format has been non-existent on a DTH platform in the past. This avenue of selective communication can now similarly be scaled to children, men, women, housewives and senior citizens with the help of various Tata Sky Actve Services has seen a growth in acceptance and penetration across the country. Currently, brands also run ad films on Channel 100, the Tata Sky channel that has been popular amongst advertisers and media planners.


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