NDTV Media Ties Up With UFO Moviez For Digital Cinema Advertising
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NDTV Media has signed up with UFO Moviez for advertising on their digital cinema screens. Digital Cinema is a technique, where instead of film “prints” being sent to the movie-theatres, the movie is transferred in the digital format. This is done via two techniques – (a.) By shipping a hard disk, containing the movie file, to the theatre. Or (b) by beaming the movie directly to the theatre via satellite. This is a huge cost saving on the prints and their shipment. India has taken to the digital cinema rapidly. Now, the players are looking at alternative revenues from digital cinema.
Niraj Dutt, Chief Operating Officer, NDTV Media Ltd. said,
”We are extremely pleased to partner with UFO Moviez India Ltd. on this pioneering initiative. Digital Cinema is a powerful innovation in the space of Cinema advertising and brings with it a host of benefits including flexibility, reach and transparency. With a satellite based delivery mechanism, Digital Cinema offers the opportunity to advertisers to reach Cinema halls across the country in multiple languages with just one Digi-Beta. For the first time, this format allows for theatre-wise, spot-wise monitoring of the client’s activity. After having a stronghold in the Television and Internet space, Digital Cinema is another medium that NDTV Media is venturing into thereby being able to offer its clients multiple touch points to reach its consumers. In keeping with the expansion plan that we have at NDTV Media, Digital Cinema advertising provides a new platform that we can offer our clients. We are confident that this relationship will be mutually beneficial”.
Rajesh Mishra, CEO – India Operations, UFO Moviez India Ltd. said,
“Earlier the single screens were largely unable to monetize the advertising opportunities in their cinemas owing to the fragmented nature of the market. Now that we have reached 1200 screens across India, we can begin to tap the advertising opportunities that are possible with our network of cinemas. Their handling of the ad sales activity will allow us to focus on our core business of Digital Cinema Operations. NDTV Media will bring to the table their extensive and specialized expertise and contacts in the field of advertising. We look forward to a long association with NDTV Media.”
Advertising on digital screen seems like a good idea. The problem with digital cinema was that, in the long run, inspite of being cheaper, the initial installation was costly for the theatres. Now, all the cost reduction is on the production side. So, an exhibiter (cinema-hall) does not has any reason to upgrade to the Digital Cinema, as he is not getting any cost benefits. Now, with advertising, the cost of equipments can easily be subsidized.
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