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There are 2 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" Sridhar B Of Sulekha.com talks about Local Commerce, Career Builder Tie up, Competition & Expansion PlansAttend the WATBlog Panel On "Digital Media in The Next Decade" on 16th October - Register Now! Yes we are back this time with a WATShow with Sulekha Director of Brand and Global Marketing on Sulekha.com's focus, local commerce, userbase demographics, on their competition and also on their expansion plans. He also speaks about the recent tie up with Career Builder. Also note his reference to Asklaila a prospective competitor which he denies is of any significance. Check out the WATShow below: Hope you enjoyed this WATShow.. Do check out the others.. Related Posts “We Are Targetting To Match Current TV Revenues Via Online Videos In Next 3 Years” - M.K.Anand - Business Head Zoom Entertainment NetworkAttend the WATBlog Panel On "Digital Media in The Next Decade" on 16th October - Register Now! We were at the Zoom Tv office in mumbai yesterday and was attending a conference jointly hosted by Zoom Tv and the Neeraj Roy from Hungama as well as Sunil Nair from Nautanki.tv which is now owned by Hungama.com. The conference was on online video and its potential. Not too long ago zoom had tied up to distribute it content through the Nautanki.tv network. I had an interesting discussion with M.K.Anand post the presentation on what were Zoom Tv’s plans with their online property and what kind of revenues do they expect from it.
He said that zoom content is zoom content whether it plays on the zoom website or on 4000+ blogs that partners like nautanki.tv has on its network. He said that their tv channel gets about 300 million viewers a month and their current viewership online is about 11.8 million video views and that is just with 4000-5000 video archives. He claimed that Zoom Tv had the largest archive of bollywood content and if required over a lakh short videos (3-5 minutes long) could be put up online but before they do that they would like to test the market by trying to sell the online video inventory to large advertisers at the TV pricing. WATBlog questioned whether selling online videos at TV pricing was justified or even acceptable by advertisers? He said that it wasn’t easy as the advertisers weren’t agreeing initially but he felt given the Zoom’s brand value it would be possible over time. He said that they are targetting a 500 crore online advertising market but instead are targetting a 7000 crore TV advertising market. WWATBlog questioned whether online might eat into Tv revenues? He said that he didn’t think so. According to him the online video would make advertisers increase their ad spends rather than reduce their Tv spend. WATblog Analysis: MSN (whose inventory was sold by NDTV media) had tried selling online banners in Time slot mode i.e. like TV channels way back in 2006. Well it obviously failed. But that doesn’t mean that this initiative and push by Zoom Tv to monetize its online video content at Tv rates will fail. I feel this move is very much required to both increase the online spend and value of online advertising in India. Jivox is trying to do the same by aggregating premium publishers but Jivox doesn’t seem to have the brand value and the advertiser access that is so critical when you talk about monetization for digital properties. Given the fact that Zoom is a times group company it is possibly best positioned to evangelize the online video space among advertisers. They may fail by the virtue of being the first channel that does so but they would surely get a foot in the door for other players to open the door in the future.
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