Financial Daily from THE HINDU group of publications
Tuesday, Mar 22, 2005
Financial Daily from THE HINDU group of publications Tuesday, Mar 22, 2005 |
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Marketing
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Advertising WorldSpace eyes cos, builders for bulk deals
Sriram Srinivasan
Chennai , March 21 AFTER city-specific promotions and music lounges in the South, satellite radio operator WorldSpace plans to target companies and builders to clinch bulk deals. Young professionals in sectors such as the BPO are used to "international culture", and there is an opportunity for WorldSpace, says Mr Sanjay Ramakrishnan, Director, consumer audio business. The company will shortly finalise deals with some builders in Bangalore, which will allow them to offer WorldSpace-ready apartments. After initial years of marketing neglect, which it admits to, WorldSpace has of late focussed on city-specific advertising, promotion through events such as Sitar workshops and experiential marketing via lounges — initially in the South. Similar activities will follow in Delhi and Mumbai. Mr Ramakrishnan, however, reckons its television campaign, which will break out in August-September, will fetch it more enquiries and subsequently more customers. The company, whose offer of over 30 channels can be subscribed for Rs 1,200 a year, expects to end the year with about 1.5 lakh subscribers, by which time it will have close to 40 channels. While Sahara is testing four channels on its platform, a Punjabi channel is likely to kick off next month. The priority now is distribution, he says. The company wants to focus on hardware, service and retail components of distribution in Delhi and Mumbai, after which it will expand into Pune, Ahmedabad, Chandigarh and Kolkata.
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