ITV

Tag: SureWaves Media

  • SureWaves Media mulls tie-up with third party media research agencies

    SureWaves Media mulls tie-up with third party media research agencies

    KOLKATA: SureWaves Media Tech, a Bangalore-based digital media-technology company, which offers integrated advertisement aggregation, content delivery, network management, media planning and reporting platform, is mulling a tie-up with third party media research agencies.

     

    “We are looking at media research companies. We have a technology platform which shows where the advertisements have been aired and when. They can be verified too. The industry would feel more comfortable if it is viewed by some third party. The national advertisers would buy more inventories,” said SureWaves founder Rajendra Khare.

     

    Even though Khare did not reveal the size of the contract, he added that the company is in talks with two media agencies currently for the same.

     

    With the average spend going up, the company is looking at tying up with third party media research agencies to validate the platform to increase the credibility of the company, he explains when being asked how the media agency would help SureWaves.

     

    “We are working with agencies that will validate all the channels that are there. These agencies can check the veracity of the report also,” he added.

     

    SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable. “Now we see good growth in our platform. The advertisers are increasing their spending,” says Khare adding that ad spend has increased by 100 to 300 per cent in various sectors.

     

    SureWaves is a cloud based technology. The company which has penetrated over 100 different markets across the country by tying up with over 250 local channels, plans to approach more satellite channels to extend its solution, as with digitisation process, the country is expected to see satellite channels increasing in coming days.

     

    The company positions a propriety device which is connected to the grid and the TV channels.

     

    Talking about the eastern region operations, he said that the company has started its operations in Kolkata around 10 months ago months ago by tying up with local cable companies like Manthan, Den, Incable, WWIL among others and is betting on Kolkata market for growth.

     

    “National advertisers like HUL, Parle, Aircel, Vodafone, Nestle, Honda do look at West Bengal market due to its local flavour,” said Khare adding that in the next three to five years, SureWaves is looking at eating up a share of 8-10 per cent in the Bengal market.

  • Moving beyond television

    Moving beyond television

    MUMBAI:  The online space for content is growing, not just in terms of online production houses coming up but also in terms of innovation. But how much of this affects the distributors and operators in India? Well! that was the talking point of a discussion titled ‘Beyond the Television Screen –Distributors and Operators’ at the afaqs! TV.NXT 2014 summit.

     

    Joining the panel were BARC India chief executive officer Partho Dasgupta, PwC India Entertainment and Media leader Smita Jha, SureWaves Media chief operating officer Mandar Patwardhan, BBC Global News (Indian operations ) chief operating officer  Naveen Jhunjhunwala and Indiantelevision.com founder, CEO and editor in chief Anil Wanvari who also anchored the discussion.

     

    Dasgupta began by saying that while today a lot of new and innovative content was available on multiple platforms, the popularity depended on the quality of content being produced.  When asked if the rating agency would be taking steps to monitor any online content, Dasgupta said, “We will set up a system that is platform agnostic and even monitor digital content.”

     

    Enlightening the session with interesting facts, he said that while starsports.com received 2.8 million hits during the last IPL season, NDTV received 13 billion hits for its coverage of the Lok Sabha elections.

     

    Talking about BBC’s digital strategy, Jhunjhunwala emphasised on how a specialised in-house team has been setup that specifically caters to producing online content for its Indian website. “The India page has a lot of content that is localised. The challenge for us is to have Indian local content that has an international perspective,” he said.

     

    Jha, commenting on global trends, revealed that worldwide TV advertisements were growing at five per cent while internet advertising was growing at 10 per cent. But the size of the internet advertising market is still evolving. “Advertising agencies today have specific teams to produce online content. It is essential for brands today to come up with one to two commercials every 15 days,” she said.

     

    On the other hand, Patwardhan said that while traditional mediums have already begun to adapt to the digital environment, the reverse could also take place wherein online content producers would switch to the linear television format and a crossover would take place.

     

    Wanvari at this point interjected saying that broadcasters today solely wanted to own the IP and producers had very little time, since they are busy with their shooting schedules, to put forward their point for joint ownership of an IP. 

     

    Jha in her parting words said that the IP should rest with the producer and not the broadcaster so that innovation could be introduced in multiple formats for audiences.