DTH players now look to sell air time
To increase revenues and profitability, direct-to-home (DTH) players are betting on advertising as a new revenue stream.
By Meenakshi Verma Ambwani, TNN |
NEW DELHI: To increase revenues and profitability, direct-to-home (DTH) players are betting on advertising as a new revenue stream. While Tata Sky is piloting an interactive advertising model, Dish TV is looking at introducing a revenue-sharing model with channels for selling air time to advertisers on its platform.
Says Dish TV MD Jawahar Goel: ���Ads will become a crucial revenue stream. We are working on a model where a channel can give us clean feed and we will sell the air time ourselves on a revenue-sharing basis.���
In addition, Dish TV will let its consumers respond to these ads with a click of a button. Consumer would be able to get additional information on their television screens immediately. It would soon run a pilot and plans to implement it by early next year.
Tata Sky is already running a pilot test on interactive advertising for some time now. ���Initially, we were following a model where an advertiser could pay us a flat fee. We, in turn, would send text messages to all our subscribers on their television sets and the consumers could press a button to check out the details,��� says Tata Sky head (consumer marketing) Vikram Mehta.
Says Dish TV MD Jawahar Goel: ���Ads will become a crucial revenue stream. We are working on a model where a channel can give us clean feed and we will sell the air time ourselves on a revenue-sharing basis.���
In addition, Dish TV will let its consumers respond to these ads with a click of a button. Consumer would be able to get additional information on their television screens immediately. It would soon run a pilot and plans to implement it by early next year.
Tata Sky is already running a pilot test on interactive advertising for some time now. ���Initially, we were following a model where an advertiser could pay us a flat fee. We, in turn, would send text messages to all our subscribers on their television sets and the consumers could press a button to check out the details,��� says Tata Sky head (consumer marketing) Vikram Mehta.
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