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Rishtey & Rishtey Cineplex turn to Sky Adsmart for marketing strategy

Continuing to set new marketing trends, Viacom18’s UK/Europe distribution arm, IndiaCast has once again turned to targeted advertising technology, Sky AdSmart, for its current campaigns to promote Rishtey and Rishtey Cineplex.

After the success of ‘Bigg Boss 11’, Indiacast is hoping to implement the use of Sky Adsmart again to ramp up viewing numbers. With the use of Sky Adsmart, Indiacast can speak directly to relevant audiences by restricting campaigns to specific regions, cities and postcodes, to stand out from rival channels.

With the use of Sky Adsmart, broadcasters can tap into audiences that watch mainstream / non-Asian TV, hoping to convert them into watching channels like Colors, Rishtey and Rishtey Cineplex. When contacted Govind Shahi ,Business head said, “This is purely with the aim of increasing the total viewing pie which is beneficial for the entire industry and not just us. We have done this in the past by going on to Freeview where we increased the potential viewing pie and believe this should help us do that too which in turn benefits all of us.”

Breaking away from traditional marketing techniques implemented by other UK Asian TV broadcasters, Indiacast is toying with new strategies to tap into audiences. Indiacast claims to be in the forefront of introducing new ways of promoting its services in the UK, be it entire bus backs/taxis or monopolising train stations/Escalator panels to avoid potential over exposure like the Harrow roundabout where every other Asian TV channel advertises. Indiacast has also decided to move out of from cluttered areas where most TV channels advertise and move to sites that haven’t been over run and will continue to do so exploring new areas and new audiences.

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