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Regional news b'casters make hay while the election sun shines

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Regional news b'casters make hay while the election sun shines

The Lok Sabha Elections 2014 is reaching its end stage as the country gears for the final verdict on counting day on May 16, 2014. While election time is the busiest time for news broadcasters, given the intense frenzy and interest in the elections this time, advertisers too have joined in droves for maximum traction.

As per industry estimates, prior to the election campaigns, broadcasters were expecting around 20-25 per cent increase in revenues during the election season. However, this increase has exceeded all expectations. More so in the regional space, where political parties as well as brands have been pumping in monies to gain greater visibility.

Commenting on the advertising sentiments, Devendra Pathak, Head of Sales - Retail & Corporate, Hindi and Urdu, ETV said, ”These Lok Sabha Elections have been fantastic; it all started during the Vidhan Sabha Elections, which helped the entire advertising. I would say, it is the best political advertising so far.”

When asked what his expectations are in terms of advertising, Pathak replied, “We were expecting a certain amount of revenues, but we have got more than that. Political parties such as the BJP, Congress, Samajwadi Party and others have advertised frequently.”

Along with the national news broadcasters, all major parties have also invested significantly in the regional news channels in a bid to reach out to maximum number of potential voters.

IBC 24 from Chhattisgarh, previously known as Zee Chhattisgarh, is one such regional player that has seen good interest from advertisers during the elections. Speaking to exchange4media, Annurag Aggarwal, VP, IBC 24 said, “The advertising scene has been pretty good even though we are a small and single player in this area. The advertising revenues have exceeded our expectations. We have managed to get good rates and have multiplied our rates to premium.”

He claimed that the channel has seen a hike of around 30 per cent in poll-related revenues.

Aggarwal highlighted that nowadays, the difference between regional and national broadcasters are becoming blurred after a point of time when it comes to election advertising.

Some of the brands advertising on IBC 24 include JK Cement, JK Tyres and other industrial manufacturers.

On the other hand, Vinay Sheshgiri, Head, Kannada Prabha and Suvarna News said that poll-related advertising has “not been really encouraging”.

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