Top Story

e4m_logo.png

Home >> Media - Others >> Article

Media e2e launches product valuations service; appoints Devendra Deshpande as CMO

13-February-2006
Font Size   16
Share
Media e2e launches product valuations service; appoints Devendra Deshpande as CMO

Media e2e has announced South Asia’s first product placements valuation service in partnership with the New York based iTVX. The service launches on February 15, 2006. Devendra Deshpande, hitherto Director, ADEX Services, has been roped in as Media e2e’s Chief Marketing Officer and will be spearheading the marketing of this joint service in India, Pakistan and Sri Lanka.

Commenting on the appointment, Julie Petersen, Managing Partner, Media e2e, said, “Deven’s coming on board is very vital for the success of the iTVX-Media e2e joint venture. One of his first tasks would be putting a marketing team together as well as an orientation programme in the US.”

Deshpande began his career with in the account management function in advertising. He then moved to TAM, where he was looking after ADEX clients, specifically in Mumbai and Hong Kong.

Throwing more light on the launch of the product placements valuation service, Atul Phadnis, Chief Evangelist, Media e2e, said, “While we have already launched a Broadcast Business Marketing and Planning Application called Biz-MAPS for TV stations, our second launch this month will dramatically revolutionise the way advertisers and media planners put a value on brand placements within films and television.”

The service will measure Product Placements on both TV and films and give clients, broadcasters and content producers the value of the brand–content integration. iTVX’s proprietary system, called the ‘Q-Ratio’ or ‘Quality Ratio’, measures the quality of the placement and hence, the value deserved by it. The iTVX ‘Q-Ratio’ is based on 50 key variables about the placement. iTVX is a leading international player in placements valuation.

In India, it’s been two years since mainline TV stations have started accepting placements as a legitimate revenue model. Industry bodies for Indian Film Producers have recommended that at least 15 per cent of the total cost recovery can happen via product placements. Phadnis added, “The emergence of our system has got a very warm reception from professionals right across the industry.”

Tags

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group