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Help Advertising on DTH to get dearer
DTH operators are set to charge a 25-30% premium over cable rates from advertisers starting early next year. The six operators are now tracking viewership of the over 30 million subscribers separately. One of their key findings has been that DTH viewers spend more time watching entertainment, sports and news channels than cable viewers.

DTH accounts for a third of the cable and satellite viewership. Industry sources said companies looking to advertise on DTH platforms, specially niche channels and interactive services, will have to shell out more as DTH subscribers, particularly those residing in the metros, are considered high-value consumers.

At present, advertisers such as Pepsi, Reebok, Blenders Pride, Canon and ICICI Bank have DTH operator-specific ad deals. Experts say while the total size of such deals is not more than Rs 10-15 crore per annum, it is expected grow to around Rs 75 crore in a year’s time.

“With weekly tangible data of DTH homes now available, it is not long before advertisers too will pay more to reach their target groups via DTH platform. Also, if the three-month trend shows that sports, news or movie channels generate higher ratings on DTH than cable, DTH operators will demand more share in ad-revenue,” a senior media planner in a leading ad agency said.

Recently, Dish TV and Tata Sky signed up overnight audience measurement firm aMap. While this is a first for aMap, TAM Media has been mapping digital homes (DTH and digital cable subscribers) since 2007.

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