Kolkata TV hikes prices, appoints Aidem for ad sales

The channel has increased its ad rates riding on the 26 per cent increase in viewership from January-July 2014. Aidem will handle media sales for the North and South markets

BestMediaInfo Bureau | Delhi | September 11, 2014

The channel has increased its ad rates on account of 26 per cent increase in viewership from January 2014 to July 2014. The time spent per viewer has also increased by 21 per cent for this period (Source: TAM | WB | CS4+ | Jan 2014 - July 2014).

In 2006, Kolkata TV was launched as a 24x7 Bengali news channel to fill the dearth of quality content in Bengal's electronic media. It has emerged as the best in Bengali 24-hour news channel. The channel has a 300-strong workforce.

Speaking of the rate hike, Kaustav Roy, Kolkata TV, said, “West Bengal is an attractive target market for national brands. While most regional television channels get majority of their advertising revenue from local brands, Bengali TV channels witness larger chunks of ad revenue coming in from national brands than local brands. As the leading news channel in the market, there is robust demand for Kolkata TV. This, combined with limited available inventory, drove unit prices higher. Moreover, with a nationwide network second to none, Aidem will help us develop and enforce our long-term sales and revenue strategy.”

“Although viewership has increased sizably, the percentage rate hike is far lower because we want Kolkata TV to continue to be considered a channel that provides great value to a media plan. With this development we hope to unlock greater revenues for Kolkata TV,” commented Vikas Khanchandani, Director, Aidem Ventures.

“Kolkata TV's viewership especially during evening prime, its strong editorial content and its ability to provide custom brand solutions are what make it relevant to advertisers. Due to this relevance and the subsequent ROI that the channel delivers, the industry won't mind the price correction,” said Alok Rakshit, Business Head – Regional Channels, Aidem Ventures.

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