What makes the medium is the program – the software and its quality. In the west, they take care of the programs and build up ratings. They have to pull audiences. In India, cable operators have not gone beyond Hindi/ regional movies. They have to get quality programs from abroad. In the ultimate analysis, they have to produce special programs for subscribers. These types of programs will create ratings the advertisers are working for. High video copyright royalty rates forced producers to cram as many ads as they could do enormous damage to this medium. There should not be more than 10 minutes of advertising for a three-hour program, and absolutely no supers as in case in video.
Labels: abroad, audiences, Cable TV, India, medium, quality, software
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
