Radio targets 'those who don't have time to watch TV'

Extending its ‘For those who don’t have time to watch TV’ campaign across radio, Tata Sky goes strong in the milieu of Phase 3 of cable TV digitisation

e4m by Saloni Surti
Updated: May 22, 2013 8:25 PM
Radio targets 'those who don't have time to watch TV'

With the digitisation process on full swing in the country and a reported Initial Public Offering (IPO) on the anvil, Tata Sky couldn’t have had a better timing to come out with one of their biggest campaigns. The DTH service provider recently launched its pan India multi-platform campaign to promote its HD+ recording service targeting different sets of audiences through various mediums.

According to Media Partners Asia (MPA), Tata Sky holds 19 per cent share of the market with 10.4 million subscribers. In a bid to grab a larger pie post digitisation, Tata Sky has now taken its ‘For those who don’t have time to watch TV’ campaign to radio.

Like the television ad film, the radio spot targets busy professional, traders, businessmen who don’t find the time to watch TV due to their busy schedules.

Commenting on the campaign, Vikram Mehra, Chief Marketing Officer, Tata Sky said, “Today you would observe that programming on radio channels is designed to accommodate listeners from all age group at various time slots in the day. More importantly, we gauged medium and light users of television and found out that they can be perfectly targeted through radio as they are highly affined to this medium along with cinema and digital.”

The radio campaign was executed by Ogilvy & Mather on the brief of creating a slot in an interesting way, so as to capture attention and communicate the campaign proposition to busy professionals who don’t find the time to watch TV due to their busy schedules.

Click here to listen to the jingle 1: audio

The radio spot is aired in top 10 cities across India during the prime time and manages to pull attention in amidst the clutter by starting the campaign with a line saying that it is the first ever commercial which is designed to reach out to people who will never listen to it. Taking an uncanny route the campaign addresses audience saying that the message of their HD + recorder service will be given to the youth (for whom the campaign is designed) by their family, or driver or watchmen who are listening to the campaign while it plays.

While not a lot DTH services utilise radio, Tata Sky holds strong ground on the medium. Mehra also shared that Tata Sky tracked ‘life in a day’ for its consumers and found that radio as medium is touched upon multiple times throughout the day, which makes it a perfect fit to reach out to its TG in the current scenario. The campaign is extended on digital with adequate social media mention.

As predicted by MPA, the DTH industry’s revenue is expected to grow to almost $3.9 billion in 2017 and $5.3 billion by 2020.

Also, it was revealed last week that Tata Opportunities Fund will be buying 5 per cent stake in Tata Sky for Rs 2.15 billion. With extensive marketing and pre-defined TG for each medium, Tata Sky has a lot in store.

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