Based on industry estimates, local cable channels derive a viewership of 12-15 per cent in many parts of the country. T Matrix, launched by the GroupM media outfit Mindshare Fulcrum, is in fact an exclusive cable channel for HLL. The channel operates in the regions of Delhi, Uttaranchal and Gujarat and in fact gives Hindustan Lever an exclusive medium to advertise its products tailored for semi-urban and rural consumers. GroupM however calls it an experiment of a different kind, one that is focused towards regulating cable transmission, bringing about some transparency to the entire process and a Star-Sony kind of reception for viewers. Of course, the spot rates on T Matrix are at par with other local cable channels and much below the satellite channel rates.
Says Vikram Sakhuja, Managing Director, Mindshare Fulcrum, “Advertising on cable channels is unregulated and T Matrix is our initiative to professionalize this space.
The channel per se is ideal for several brands that we deal with. We are trying to package the offering in such a way that it gives the viewer the feel of Sony television or Star Plus. We don’t intend to get into content creation and we will continue to source programmes like other channels. We currently show Indian and Pakistani serials on T Matrix and the channel is aired for around four hours every day.”
Sakhuja adds, “We plan to launch T Matrix as a full fledged channel, and not something that appears just for four hours a day or confined only in certain regions. But so far, these are early days and we still have a long way to go. We are working on our logistics and working towards the formal launch of the channel.” T Matrix has tied up with a few multi-service operators in Delhi, Uttaranchal and Gujarat. It reaches out to nearly 2 million cable and satellite homes. The channel is telecast daily between 1 pm and 5 pm.
With media turning extremely cluttered and fragmented, advertisers often feel that they are a part of a mad rush. As one of the big names in the media business, GroupM can naturally look towards innovative, cheap and localised solutions for a focused target audience.