As transit media expands its ad pie, and more and more advertisers get lured to attracting audiences on the move, players have got aggressive in their targeting and positioning. According to a research conducted by IMARC group, the market of transit media in India is expected to grow by 22 per cent during 2013-2016. The report titled ‘Indian Advertising Marketing Report & Forecast (2012-16)’ suggest that the total share of the transit media in Indian advertising market would reach a robust 45 per cent by 2016.
Wise TV is among the prominent transit media players in India operating from the state of Gujarat, which is capitalising this opportunity aggressively. The transit channel is part of Sambhaav Media Group.
Apart from being on the main transit screens on the roads of the state, the channel also commands a presence on other digital platforms. By downloading Wise TV application, one can also view Wise TV real-time transmission over their smartphones, notebook receivers, 3G Tabs (GSM) and rich media PDAs.
The brand has bagged 10 years’ contract of running live TV in 8000 buses of Gujarat State Road Transport Corporation (GSRTC). The channel airs many genres, prime among which are Bollywood movies, songs, Bollywood comedy, stand-up comedy – Hindi and Gujarati, spoof of Bollywood stars, etc. The channel is being positioned not as an out-of-home screen but as a satellite television channel which will provide live entertainment to viewers across key genres.
We spoke to the Chairman of Sambhaav Media Group, Kiran Vadodaria who rates the medium of transit as impactful as mainline GECs and believes that it will deliver similar value to advertisers.
Why do you rate transit media as strong and powerful as other GECs?
I think out-of-home media has always been there and every bit of media fragmentation augments their requirement. There is a basic belief that a brand should never leave a consumer, and media or communication touch-points provide this opportunity. Transit media in the case of Wise is a real-time TV like any other channel. Add to that the hyper active people of today who just can’t spend time without doing anything.
Where do you see the future of this mode of communication?
As I answer this, we have been approached by various states to take up their buses on a ‘Build & Operate’ basis. So it looks like television as we know it will have more and more competition. When we will have real high speed and affordable broadband in India, TV will be hugely challenged from streaming TV and catch-up TV, which will not only be on a TV set but all devices including desktop, laptop, tablets and mobile phones. Wise TV and other players will always have a significant advantage of audience understanding and their content appetite, remaining a step ahead.
I foresee stupendous growth of transit media. It will encompass all forms of travel, including air/train, etc. We have literally just scratched the surface!
How do you rate competition in this segment?
Well, we are competing at the highest level. Competing with all audio-visual media and today it will include TV, DVD, YouTube, streaming video, etc. While we do have a head-start, we just can't afford to blink.