TV Today is offering ‘more for less’ schemes to advertisers on its recently launched channel Aaj Tak. With visibility of the channel still a stumbling block, TV Today is banking heavily on these deals to attract advertisers.
There are four categories on Aaj Tak’s price card for advertisers: Solo, Smash, Winner and Crown. And then there are two rates for each: Fixed tine and Run on Day rates. Under Solo, an advertiser must consumer 500 seconds within four months, and the rates for Solo are the highest. Under Smash, where 505 to 1,000 seconds are to be consumed within four months, the rate is lower at Rs 20,000 per 10 seconds for 7 to 11 p.m. band.
Under Winner, advertisers must consume 1005 to 2000 seconds within six months; the rate goes down further to Rs 17,000 per 10 seconds in the 7 to 11 p.m. time band. Under Crown, over 2000 seconds are to be consumed within six months, the rate drops to Rs 11,000 per ten seconds in 7 to 11 p.m. slot.
The Channel began with three-and-a-half minutes a day of advertising and is about to graduate to six to seven minutes a day ads. The channel’s target is to get eight to nine minutes of advertisements within three months. The break-even for the channel will be 14 minutes of advertising time a day, said Mr. G Krishnan, executive director, TV Today.