In what is seen as an encouraging deal for the television sector in India per se, corporate major Hindustan Unilever has signed an advertising deal of over Rs 100 crore with MSM (Multi Screen Media). The deal is for all MSM channels including Hindi general entertainment channels Sony Entertainment and Sab, movie channels Max and Pix and also the younger channels from the network Mix and Six.
Neither HUL nor MSM officials were available for comments on the development but a source familiar with the deal informed that this is one of the largest deals that HUL has signed with MSM in recent times, and added, “Until very recently, HUL had barely any monies allocated to MSM, so this is a good move from the company.”
It may also be recalled that at the moment, HUL is in the midst of a conversation with STAR India, where it has not advertised for some time now, largely due to “disagreement over rates”, according to industry sources.
“The more important point is that this would encourage more people to spend at a moment when the industry is seeing some kind of withdrawal from advertisers in spending. The year has been slow – the first half has been flat in comparison to last year, and there are expectations for a better second half – such deals are positive steps in that direction,” said a media observer.