New Delhi Television Limited (NDTV) launched a mobile portal for it’s televsion station a year ago. NDTV Active has averaged 3.8 million page views a month since then. It announced today that it was partnering with Affle to power mobile advertising on NDTV Active.
From the release:
A statement from NDTV Convergence said “With the mobile internet universe taking over the PC based internet universe, NDTV Active has ensured that it gives NDTV a tremendous boost by leveraging its extensive programming assets to provide its users all-time access to personalized services, content, and promotions on their mobile phones. This partnership with Affle will now ensure that NDTV Convergence creates significant revenues from monetizing the growing traffic on NDTV Active.
NDTV Convergence CEO Sanjay Trehan said: “We believe that this partnership will be a springboard to capture wider, more engaged audiences and maximize financial growth on the mobile platform. Affle has combination of excellent team, superior technology, innovative ad formats and amazing understanding of the mobile market.”
What we think?
Honestly, I’m shocked that NDTV hadn’t been advertising by mobile before this. With that many page views a month you’d think they’d have been at it long ago. It’s also possibly they’ve just been waiting for the right partner.
This gives an interesting insight into the Indian market as well. In other countries, carriers are offering all sorts of deals for free content in order to attract people to mobile TV. It seems that the Indian mobile TV market is so fertile that NDTV are able to drop advertising in simply as another revenue stream, and not as a method of providing ad-funding for free content.
