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Reliance Infocomm to spend Rs 2 crore on DD and AIR for launch

27-December-2002
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Reliance Infocomm to spend Rs 2 crore on DD and AIR for launch

Reliance Infocomm is all set to test launch its WLL services on 28th December. And it plans to use public broadcaster in a big way for its launch campaign. The campaign would be aired on various DD channels and All India Radio. Speaking with exchange4media, Prasar Bharati CEO KS Sarma disclosed that he has cut Rs 2 crore deal with Reliance Infocomm.

Sarma met Reliance Infocomm officials yesterday in Mumbai to work out a special ad package that offers bonusing on its two carriers - DD and AIR. Sarma shared with exchange4media, that to begin with Reliance Info plans to spend Rs 2 crore with the public broadcaster in the remaining quarter of the current financial year. As to the break-up of this spend, Sarma explains, "As the initial investment, they would spend Rs 1.5 crore on Doordarshan and Rs 50 lac on All India Radio. We have devised a cross bonusing scheme between radio and television for them. 10% of their investment on DD, i.e. Rs 15 lac, would be given as bonus on radio and 10% of their investment on radio, which comes to Rs 5 lac would be a bonus on DD".

Sarma further shares, "Reliance Infocomm wants us to convey the message that 'Dhirubhai Ambani had a dream that telephone, particularly mobile telephone, should now be treated as a necessity rather than a luxury'. Just like roti, kapada and makaan."

Sarma is confident that it is the beginning of a long-term productive relationship with Reliance Infocomm. Says he, "This is only the beginning. They are looking at a long term investment with us."

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