1. There are concessionaries who have advertising rights on cable channel e.g. Super Advertising and Marketing (SAM) are concessionaires for Cable Video Corporation; and Encore C-Ads are concessionaires for Cable Master Software,
2. The viewer ship data made available are not taken by ad agencies seriously. TrickayGrey is the only agency which has taken CBTV seriously and has collected some data on viewer ship. According to them, 1.6% household (HH) are connected to CBTV 42% viewers are in Rs. 2500 plus income group. In the viewers, there are housewives 71% of which are in 36 plus group. It is an alternative channel mainly during non-prime time TV.
3. It is good medium for test marketing and for advertising products like ceasefire meant for the upper middle and middle classes. These days this medium has penetrated to lower classes also just like TV.
4. It is definitely a better medium than video. Here, we have some idea of the target audience, and a guarantee that the ad will be shown.
5. This medium gives immediate response. The cumulative reach is higher with CBTV. The ads are more focused. Follow-up can be given by advertiser with phone calls/ visits.
6. The medium is ideal for products that require demonstration.
Labels: Cable TV, classes, days, Features, guarantee, products, Salient
Cable TV is a system wherein signals from on e source are transmitted to a number of TV sets via co-axial cables. Formerly, only a VCP/ VCR were used to transmit Hindi/ regional movies. When the major copy right holders conceded to give the feature films for telecast to cable TV operators from May 1, 1990, this medium received a major boost. There are cable TV associations like Encore cable Associates, Inter cable TV Enterprises whose membership against a annual fee and monthly rental fee entitle the operator to legal copyrighted cassettes (either 30 or more per month) for showing to their viewers, with no legal hassles. With the advent to satellite TV, all cable operators who formerly had only a VCP/ VCR also installed dish antennae to show the satellite channels.
The hardware used by a cable operator consists of a VCP/VCR, color monitor, channel mixer, dish antennae, LNB, and amplifier. The connections are given by co-axial cables and junction boxes, the installation costs of which are recovered from the viewer. The viewer who takes a cable connection has to pay a monthly subscription fee, which varies depending upon the area. The government has now introduced a tax on their collections, and the district collector is the competent authority to collect it. Recently, a bill has been introduced to control the Cable TV business.
Labels: boost, Cable TV, CBTV, collect, control, Enterprises, government, operator, subscription, viewer
Ever since commercial were permitted on doordarshan, radio advertising has lost importance, despite its much greater reach in both urban and rural India. Radio has an awesome coverage (86% of land area). Advertisers argue that consumers especially in the large cities do not switch on to radio news or radio music program. The reach of radio at the end of 1989 was 64% in the urban areas 46% in the rural areas, according to market research agencies, but these figures are not very reliable. It is difficult to believe that there is more TV than radio sets in the country. True, radio has become a secondary medium for TV owner but its potential reach is higher, especially among poorer families in urban areas. Advertisers like to use radio as a reminder medium.
Labels: advertising, coverage, difficult, doordarshan, importance, medium, permitted, reminder
1. The advertiser had little or no control over the manner in which the commercial is projected
2. The costs are exorbitantly high: a lakh rupees for a 10 seconds spot at prime-time. This is besides the cost of production
3. For any kind of ‘impact’, frequency of exposure is essential, hence the costs go up further
4. Most ‘spot’ advertisement are shown in a cluster, say prior to or following a program. The risk is that with around a dozen spots shown one after the other, the commercial may not be noticed or easily confused with that of other brands.
5. The greatest risk is that not much attention is given to the commercial because the viewer may have the television on but may not be actually watching the screen. She may be entertaining a guest or be busy in another room.
6. In sponsored program, the viewer may sit down to watch the program only, and not bother to attend to the commercials before and after it.
Labels: advertiser, commercials, disadvantages, program, projected, Television
