Reliance ADA Group’s direct-to-home (DTH) venture, which is currently known as Reliance Bluemagic, is in the process of finalising its advertising partners through a creative pitch. Even as officials offered no comments, industry sources inform that agencies have already completed the first round of presentations. Sources further inform that the business is estimated in the region of a whopping Rs 40 crore.
A source close to the development further informed, “Reliance ADA Group’s DTH venture is planning a mass launch in the last phase of this year. The campaign is expected to kick off in the last quarter.”
As is known, Reliance Bluemagic is the fifth player in the DTH market which is expected to be approximately 15 per cent of the total TV viewership market in India over a period of five to eight years. Anil Ambani was quoted in a media interview recently that he intends to launch the DTH venture in 2007.
Another player entering this space soon is Bharti DTH. The ad spends of this player are pegged at Rs 80 crore, and JWT is the creative agency.