Videocon d2h targets increased ad revenue

DetailsRebecca Hawkes | 10 July 2015

Indian direct-to-home (DTH) company Videocon d2h has unveiled a new advertising team to target commercial spot sales across its regional language and proprietary channels.

Media buyers will also be able to advertise on Videocon d2h's home channel and info bar when changing channels, the company says.

The team will be led by Tanmay Srivastava, previously head of advertising sales for MSM Network, which operates Sony Entertainment Television in India, Sony MAX streaming online television, comedy channel SAB TV and MIX.

Advertisers were only invited onto Videocon d2h's satellite platform in 2014, with spots initially focused on its home channel. The company generated around US$1.5 million in the 2015 tax year, and the new advertising push is expected to raise greater income in the current fiscal year.

"With the goal of generating new revenue through an expansive, targeted ad sales platform, we have assembled a solid team that is more than capable of moving this initiative forward for us. We look forward to being a part of their success in tapping Videocon d2h's reach of 65 million consumers with exciting, new options, and we anticipate the advertising program to expand even further as we launch our own branded channels in the future," said Anil Khera, CEO, Videocon d2h.

In January 2015, 33.5% to 38.6% of Videocon d2h was sold to the US-based special purpose acquisition company Silver Eagle.

"During the recent NASDAQ listing process, we focused on advertising sales as one of the important high margin growth opportunities. As we look to roll out a bouquet of new branded channels, we will be able to use the extensive reach of our platform to turn ad sales into bottom-line dollars," said Silver Eagle's Harry Sloan.

"Given the exciting growth in overall Indian advertising and the television ad market in India, we are very pleased to see the development of an effective advertising sales force implemented quickly and effectively."