With an aim to reach out to relevant audiences based on products and services, DTH operator Tata Sky has opened the doors of its interactive platform Actve Services to advertisers.
The DTH operator’s Actve Services include Actve Fun Learn (for kids in the 1–10 age group), Actve English (for women and school-going kids), Actve Cooking (for food lovers), Actve Vedic Maths (for quick and competitive techniques in exams) and Actve Music (for Hindi & English music lovers).
Catering to specific demographics, advertisers too can create customised segments of the commercials or integrate brand communication into programmes running on these platforms. The platform has already roped in advertisers like McCain Foods, Google, Yakult, Maggi and Britannia to showcase their infomercials on Actve Cooking.
Vikram Mehra, chief commercial officer, Tata Sky, said, “Reaching out to the audience based on research and preferences have helped our Actve services become a huge success in India. Being a paid platform, there is a high level of interaction with repeat viewers every day consuming content that they desire and expect. The infomercials hence integrated aptly with the Actve channels have resulted in a positive impact on our subscribers.”
Tata Sky aims to build an advertising platform to reach out to the relevant audience in a niche and filtered format that has so far been non-existent on a DTH platform. Currently, brands also run ad films on Channel 100, the Tata Sky channel that has been popular among advertisers and media planners.