Microsoft has tied-up with Dish TV to promote ‘Xbox 360 Arcade’ on their DTH platform.
Microsoft is targeting gaming audiences in India through XBOX 360 Arcade ,trimmed down version of XBOX 360 launched in April.
Microsoft would try to leverage Dish TV’s presence in 6600 towns and currently covering an audience of over 25 million viewers to garner market for its next generation gaming console.
The advertising tie-up would include branded logo of Xbox Arcade’s theme and logo on Dish TV’s three different gaming services namely Playjam, Quizzy, Minikids .
It would also include ad runs on 999, dish TV’s default landing interactive channel which according to TAM media research attracts more eyeballs that than that of CNN-IBN, CNN, UTVi, NewsX, and a few niche channels.
For companies like Microsoft this partnership alone presents it to 25 million household viewers owning a television set and having good income parity.
It certainly opens a door of opportunities for DTH players to make some money through brand associations despite loosing money in their core businesses which is growing at a steady pace and is set to loose Rs 4,000 crore in 2009-10.
