Home » International News » 2015 » January » January 28, 2015

SureWaves MediaTech Kicks off Groundbreaking Initiative for Audit of Cable Television Advertising on its Spot TV Network

January 28, 2015 - Bengaluru, Karnataka, India

Business Wire India
New age technology led media platforms are fast emerging as the biggest trend in the media industry. Advertisers are tapping into the vast potential these mediums offer in terms of reach and diversity of audiences.
As a testimony to the recognition and success of these platforms,  SureWaves MediaTech, a media convergence pioneer, aggregating television audiences on diverse and fragmented Cable and Satellite channels in the country, today announced an association with Hansa Research, country's premier independent media audit agency, to carry out Third Party Audit and Validation of the entire SureWaves Spot TV Network.
The association of Hansa Research with SureWaves Spot TV Network, which delivers the largest audience on television in the country, brings an additional seal of accountability to a revolutionary, new age media platform, fulfilling a long felt industry need and is likely to cause a major shift in media buying on television. 
SureWaves has been a game changer in television advertising helping brands reach out to a vast, diverse and hitherto untapped audience in a cost efficient manner with its flagship solution – SureWaves Spot TV Network. With the help of its innovative and patented technology SureWaves has aggregated more than 450 television channels on its Digital Platform offering around 90 million households across 29 states in India. SureWaves’ award winning technology makes SureWaves Spot TV Network extremely accountable by giving advertisers Real Time Telecast Reports, Video Archival of Breaks and LIVE viewing of these channels and hence gives measurability to the campaigns.
The Third Party Audit and Validation of the SureWaves Spot TV Network by Hansa Research will cover Random Physical Verification of Technology Deployment at Channel Studios and Online Audit and Validation of SureWaves ADEX Logs with LIVE monitoring of channels.
Commenting on the initiative Mr. Srinivasan Raman, Executive Director of Hansa Research said, “We are very excited to be a part of this endeavor and we believe in the potential of new age media platforms. Coming from an audience research background we knew large audiences are available on Cable TV Channels and SureWaves Spot TV Network truly tries to address the industry level problem of adding to supply side of audiences for advertisers and media agencies. We are happy to be associated with this large format innovation and look forward to our work helping the industry at large.”
Commenting on the association with Hansa, Mr. Rajendra Kumar Khare, Chairman and Managing Director of SureWaves said, “SureWaves Spot TV Network today offers large and diverse audiences across the length and breadth of the country in market based clusters and advertisers and media agencies alike have shown tremendous faith and commitment towards our initiative. To further increase the trust and confidence levels we felt that opening of the technology behind SureWaves Spot TV Network to third party audit and validation by a reputed research agency like Hansa is a logical step forward. The industry we operate in has many unorganized aggregators and we felt this could be one required step to create Gold Standard for our offering. This will also help our channel partners better understand our commitment and vision towards the industry.”
SureWaves Spot TV Network today has more than 100 national advertisers and is seeing a tremendous growth in commitment levels from sectors such as FMCG, Cellular Phone Services, Online Retail, Personal Healthcare, Automobiles and BFSI. A large thrust of this spend is coming from brands who are targeting the bullish demand in tier 2 and tier 3 cities of the country.
About Hansa Research

Established in 1983, Hansa Research is a full service global market research agency conducting market research in 77 countries globally with offices in India and US. It is the only global market research agency headquartered in India. Hansa Research specializes in Media, Telecom, Financial Services, Consumer Products and Technology spaces and its flagship offerings include BrandScan, ACT and Empower. With an array of packaged and custom options, Hansa has been widely regarded as an agency which has pioneered in using technology to address the common problems faced by the MR industry in India, thereby delivering reliable data quality and valuable insights to their clients.
About SureWaves MediaTech

Founded in 2006, SureWaves is a next-generation media company that is mapping, aggregating and consolidating audiences across diverse consumption markets and consumers across India, through information, technology and knowledge tools. SureWaves is revolutionizing cable television advertising in India by making it accountable and measurable for advertisers, with its core offering SureWaves Spot TV Network. The product’s disruptive technology is a combination of cloud-based solutions and expert market profiling which gives advertisers the flexibility to communicate with target audiences in a locally relevant context. It enables brand visibility across India in 29 states and 7000+ towns with over 450 cable and regional satellite channels that reach 90+ million households and 470+ million viewers. SureWaves investors include Accel Partners, India Innovation Fund and Canaan Partners.

Source: Business Wire India


Comment on this story