Kolkata TV hikes ad rates; ropes in Aidem Ventures for media sales in North & South
Kolkata TV, the 24-hour Bengali news channel launched by SST Media in 2006, has inked a media sales deal with Aidem Ventures for the North and South markets
Kolkata TV, the 24-hour Bengali news channel launched by SST Media in 2006, has inked a media sales deal with Aidem Ventures for the North and South markets.
The channel has also increased its ad rates. Quoting TAM figures for WB, CS4+, January 2014-July 2014, Kolkata TV has said that there has been a 26 per cent rise in viewership. Moreover, the time spent per viewer has also increased by 21 per cent for the same period.
Speaking of the rate hike, Kaustav Roy of Kolkata TV said, “West Bengal is an attractive target market for national brands. While most regional television channels get majority of their advertising revenue from local brands, Bengali TV channels witness larger chunks of ad revenue coming in from national brands than the local brands. As the leading news channel in the market, there is robust demand for Kolkata TV. This, combined with limited available inventory, drove unit prices higher. Moreover, with a nation-wide network second to none, Aidem will help us develop and enforce our long-term sales and revenue strategy.”
“Although viewership has increased sizably, the percentage rate hike is far lower because we want Kolkata TV to continue to be considered a channel that provides great value to a media plan. With this development, we hope to unlock greater revenues for Kolkata TV,” said Vikas Khanchandani, Director, Aidem Ventures.
Alok Rakshit, Business Head – Regional Channels, Aidem Ventures added here, “Kolkata TV’s viewership, especially during evening prime, its strong editorial content and its ability to provide custom brand solutions is what makes it relevant to advertisers. Due to this relevance and the subsequent ROI that the channel delivers, the industry won’t mind the price correction.”
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