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In-cinema advertising emerges as a cost-effective medium for advertisers

15-October-2007
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In-cinema advertising emerges as a cost-effective medium for advertisers

Interactive Television, a player in the entertainment and movie marketing industry, has projected that cinema advertising would emerge as the most successful and cost effective medium for advertisers to reach their respective audiences during this festive season.

As per Interactive Television, the entertainment and media industry is the fastest growing sector in the Indian economy with a total size of $6,900 million in 2005 and an estimated growth rate of 14 per cent CAGR over the next five years. Filmed entertainment was found to constitute 18 per cent of the entertainment and media sector in 2004. As per a PWC analysis, the size of the sector from $1,256 million in 2004 is estimated to hike up to $2,872 million with an estimated growth rate of 18 per cent CAGR.

Ajay Mehta, CEO, Interactive Television, said, “Cinema is the biggest passion for Indians and as an advertising medium, it delivers high impact communication in an extremely cost effective manner. In this festive season, with the ambiguity of television and big Bollywood blockbusters lined up, it is a tremendous opportunity for advertisers to cash in and capture their respective audiences. We look forward to servicing a whole new set of clients to recognise this particular advertising medium which has always been cost effective and has no surcharge.”

Mehta explained that in-cinema advertising had taken a whole new approach as advertisers had begun to utilise the 30-second and 60-second period not to talk about the product or service, but to convey ‘what’s in it for you’, in order to gauge the audience’s interest levels. “The growth of multiplexes has also contributes to the increasing demand for in-cinema advertising. Multiplexes have begun to screen films that appeal to platform as well as niche audiences and have brought Indian film viewers back to cinema halls. One cannot but agree that in-cinema advertising is the best way forward,” asserted Mehta.

Interactive Television Pvt. Ltd is an eight-year company with national presence and a pioneer in the rapidly expanding movie marketing industry in India. The company’s services range from on-screen advertising, mall and multiplex activation, in-film brand placement and movie tie-ups. The company has an exclusive alliance with Broadmind, which is a GroupM company that specialises in entertainment marketing. Interactive Television has been responsible for immense value adds to promotion for corporates like Samsung, Coca-Cola, HUL, Maruti, ITC Foods, SAB, UB, Reckitt Benckiser, Seagrams, Bacardi, Good Year and Tata Sky, among others.

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