Tata Sky to tap regional markets

Direct to home (DTH) provider Tata Sky is planning to launch a region-specific advertising model, in order to develop alternative revenue sources. The model will allow brands to focus tele-advertising on consumers in target localities rather than use a one-ad-fits-all option. Tata Sky is already in talks with consumer durable makers, car companies and mutual funds for this.

Tata Sky VP (marketing) Vikram Mehra said, "We have been getting several requests from brands for region-specific advertising. Based on this, we have formulated a model through which a consumer can be reached in a specific state, city or even a locality." The subscribers will be able to see the ads by clicking a button on their TV sets.

There can be state-specific ads or even locality-specific promos. "This is an interesting model and the DTH subscriber as a category is growing fast," said Karthik Sharma of Maxus, a media buying agency.