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Help Price hike for India’s DTH advertisers
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India’s direct-to-home (DTH) satellite TV operators are predicted to increase their advertising rates by 25% to 30% above those charged by cable networks, in response to positive audience measurement data, according to The Financial Express.

The price hike is reported to be introduced early next year after new research shows that DTH TV viewers spend more time watching entertainment, sports and news channels than cable TV viewers. India’s urban DTH subscribers are considered high value consumers by advertisers, and attracting their attention is likely to become more expensive on screen.

International advertisers such as Pepsi, Reebok and Canon currently have deals with specific DTH operators, which amount to around INR 10-15 crore a year, according to The Financial Express. This, figure, however, is reported to grow to around INR 75 crore by the end of 2011.

“With weekly tangible data of DTH homes now available, it is not long before advertisers too will pay much more to reach their target groups via a 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 to The Financial Express.

TAM Media has been measuring DTH, IPTV and digital and analogue cable TV audiences since 2007 with over 1,000 people meters installed in viewers homes, and aMap has now added its network of people meters in 1,200 DTH homes across India. DTH operators Dish TV and Tata Sky have requested overnight audience measurement from aMap, according to the report.

“DTH is becoming a viable media platform and its viewership differs from the analogue space,” Jiniti Shah, aMap vice president told Indian Express. “This will help make pricing and packaging decisions easier for both DTH operators and the broadcasters.”

Source: Rapidtvnews.com

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