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.”