Sahara Samay has recently acquired a solution for advertisement management that would enable the channel to cater to a growing demand for retail advertising, particularly on regional channels. The channel will be running these pop-up commercials with the new software in its news bulletins in a fortnight's time, say company sources.
Ad'Wiz, an ad management solution by Beehive Systems Limited, creates windows, or bugs, on the television screen that enables a channel to make effective use of the screen area to display advertisements even when a news programme is on air. "This would help the broadcaster accommodate requests for advertisements outside prime-time slots and increase revenue streams substantially," said Ajay Pal Singh, Vice-president, Beehive Systems, a global software solutions and services company catering to the broadcast industry worldwide.
Said R.S. Chauhan, Vice President, Sahara TV: "We found this software handy considering that there is a constant tug of war for ad space. All advertisers want to advertise and we cannot accommodate everybody. Now, with this product we will be able to accommodate more players."
"The solution will give an opportunity for retail advertisers to advertise effectively and innovatively at a lower rate. It's a win-win situation for the advertisers as well as for us," Chauhan said.
Explaining how the software works, Beehive's Singh said, "Besides creating multiple ad windows on the screen, Ad'Wiz is also capable of managing the flow of advertisements by scheduling them depending on spots available during prime-time and non-prime-time. It acts as an end-to-end integration between news bureaus, sales offices and the central play-out site, thus enabling smooth workflow. All the research and development for the software has been done in-house."
Asked if other channels are also planning to acquire this software, Singh said, "A couple of regional channels like Alpha Bangla and Tara TV and some regional players from the South too have approached us."