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

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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.”

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