The Hindu Business Line : Now, a site for shoppers to compare offers on TV

Bangalore, Nov 18 ‘As seen on TV’ is a common supermarket tag, worldwide, aiming to cash in on the customer’s recall of product offerings on television. Now an Indian new media player has created an arguably first-of-its-kind portal which eases brand recall and facilitates comparison shopping among brands advertised on TV.

A few weeks ago, the Chennai-based PixelKraft launched www.indibiz.tv a portal that amalgamates advertisement videos seen on television channels in India. The ad video clips are classified into a couple of dozen alphabetically arranged product categories from apparel to telecom and most categories already contain around 5 or more videos. Someone shopping for holiday package or a new TV is enabled to quickly view all the competitive offerings.

PixelKraft’s Director, Mr Siddharth Kumar, says the company worked on the premise that the same advertisement clips that might seem intrusive if seen to interrupt the flow of a serial or a cricket match, might be perceived as a useful service if customers could decide when they wanted to view them. Mr Harish Madhyastha who heads the IndiBizTV team, told Business Line on Sunday, that while the brand clips were being freely uploaded on to the site – they propose to charge for providing a link for the viewer to contact the product companies by e-mail or phone.

It remains to be seen if this novel concept gathers momentum – but advertisers who live in fear of the TV viewer’s dreaded ‘remote’ might see in Indibiz, a way to give their messages a second, potent avatar.

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