DD Metro has managed raise an advertising revenue of Rs 1.5 crore over the last fortnight in the 7-10 p.m. slot. The channel had decided to market the time band on its own after it was vacated by Channel 9. Hindustan Lever, Colgate and Procter & Gamble are among the major companies who have shown interested in advertising their products on DD Metro.
The 7-10 p.m. time band was vacated by Channel 9 earlier this month. Channel 9 held the slot for a year by paying a price of Rs 121 crore for it. At the end of one year, bids were invited by Doordarshan again for the time band, but failed to find many takers.
DD Metro is offering its advertisers the option of sponsoring programmes besides branded promos and bulk commitments.
DD Metro charges Rs 1.5 lakh for a half-hour sponsored programme, while the cost of a 10-second spot is Rs 20,000.
As part of the strategy, DD Metro is telecasting its older programmes like ‘Yeh Jo Hain Zindagi’, ‘Udaan’ and ‘Buniyaad’ in the 7-10 time band, besides acquiring content from B4U. DD Metro has acquired the rights to telecast ‘Anupama’ from B4U.