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DTH cos may charge premium rates from advertisers in ‘10
Published on 29 Dec. 2009 11:18 PM IST
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Advertisers may have to pay 10-15 per cent extra for using the direct-to-home (DTH) platform by early next year. Five of the six DTH players have begun measuring the viewing habits of their 17 million-plus subscribers and plan to monetise it by offering the information to advertisers for target-advertising. This means, by early next year, DTH operators like Dish TV or Tata Sky will be able to know exactly how much time their subscribers spent on any particular channel or interactive services on a particular day, an information that will develop interest among companies like car makers, computer manufacturers, FMCG or banking and insurance companies. In order to gauge the DTH subscribers, Audience Measurement and Analytics (aMap), an overnight ratings agency, has already roped in Tata Sky and Dish TV, the two leading DTH operators commanding 70 per cent of the DTH market. aMap is also close to ink deal with Reliance Big TV and Airtel Digital TV, the DTH arms of Reliance Communications and Bharti Airtel, respectively. To do this, aMap will employ a proprietary format independent content identification technology which measures all types of interaction of a DTH subscriber with the television, be it digital broadcast, use of interactive service or time-shifted viewing. According to Business Standard report, industry experts say this move may open up a new revenue stream for the cash-strapped DTH industry that is estimated to collectively lose over Rs 10 crore a day due to heavy subsidy on set-top boxes coupled with stagnant average revenue per user.

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