HBO has been working closely with their ad sales partner, Turner India, to consistently enhance the positioning and visibility of the channel among the advertiser fraternity, leveraging the Network’s premium exclusive content and solutions-oriented approach of Turner’s ad sales team. As a result of the increased demand among marketers for the channel, HBO has hiked ad sales rates by 25 per cent across categories. The new rates would be applicable from August 1, 2006.
Turner has outperformed the revenue targets for HBO over the last two years, with clients increasing their commitments on an average by 25 per cent. Additionally, Turner has grown the client portfolio by adding a number of new categories in the advertiser list. These include banks (ICICI, SBI, HSBC), mutual funds (Principal, HDFC, Reliance), travel and tourism (Department of Tourism-India, Sri Lanka, Malaysia, Singapore, Hong Kong) and home-improvement brands (Havells, Greenply). Many of these companies are first time advertisers on HBO.
Shruti Bajpai, Country Manager, HBO South Asia, said, “Since HBO’s launch in 2000, the Network has relentlessly and successfully endeavoured to fulfill its promise of bringing the best of Hollywood to India – including exciting premieres every year, no repeats on Saturday Nights, specially tailored themes, critically acclaimed HBO Original programming and beyond-the-screen brand experience. HBO’s mantra of Biggest, Newest and Most Hollywood blockbusters coupled with innovative, 360-degree client solutions have shown very positive results. I am very enthused by the advertiser response and look forward to achieving even better performance in the coming months.”
Monica Tata, Vice-President, Advertising Sales and Networks, India & South Asia for Turner International India, said, “As a company Turner is very client focused and I am delighted that our efforts in creating that extra bang for the buck, for our clients through our novel and solutions driven approach has added great value to HBO and our partners. Owing to great client feedback, demand and the fabulous programming, I am happy at the channel’s success and promise our clients that as a team, it is Turner’s endeavour to develop strategies and solutions that will be in line with their brand messages.”