Top Story

e4m_logo.png

Home >> Media - TV >> Article

Can Surewaves' TV programmatic platform, Skynet, revolutionize how ads are sold on TV?

01-June-2017
Font Size   16
Share
Can Surewaves' TV programmatic platform, Skynet, revolutionize how ads are sold on TV?

Surewaves has launched Skynet, a programmatic platform for television that it feels will revolutionize how ads are sold on TV. Launched in March this year, Skynet has gotten "positive" response from broadcasters and media agencies, says Rajendra Khare, Founder, MD and Chairman of Surewaves.

Speaking to exchange4media, Khare informed that the first trial was held in the state of Tamil Nadu. The reason for this, he explains, “This is one of the strongest regional markets as well as the largest. The spillovers are very low; almost 80–85 per cent of viewership is only Tamil, so it is a very distinct market.”

The company is now preparing to launch Skynet in the southern markets like Andhra Pradesh, Karnataka and Kerala starting in June, followed by the north-eastern and then the Hindi-speaking markets. According to Khare, pan-India expansion would take at least till the end of the year as the company wants to concentrate on the more niche markets to start with. Following this, Khare admits, there are also plans to introduce Skynet in geographies outside India.

In the southern market, Surewaves has already tied up with broadcasters like ETV group, Polimer group, Raj TV and News 7. “There are also other broadcasters that we are in talks with who are closing to integrating Skynet,” said Khare.

Surewaves raised around Rs 35 crore in 2014. Khare, however, would not disclose the details about whether new finances are in the offing. He said, “The platform is catching up and we will reach out for more investments when the time comes.”

Selling ads programmatically on television is a pretty new concept and something that has to still see significant uptake the world over. Khare agrees with this and says that it might take time for the adoption rate to increase. According to him, “There are enough people interested in testing the concept and once that happens I do not see why the growth (of the platform) should be impacted.”

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Industry analysts expect the infusion of foreign capital to drive not only the retail market but also the advertising industry as a result.

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Inform...