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Advertisers Offer 20+ Variants Of A Commercial: Rajendra Khare

In Part 1 of our interview with Rajendra Khare, Founder of Spot TV firm Surewaves, we discussed the impact of the TRAI's 12 minute limitation on TV advertising on their business, defining rates for Spot TV, how it differentiates itself from competitors Vubites and Amagi. In Part 2, Khare tells us about working with MSO's, how the payment flow works with advertisers, selection of channels to advertise in, monitoring the effectiveness of a campaign on TV:   Medianama: What does Surewaves do more? Replace house inventory or localise ads? Khare: We re solving a very important problem in the industry and here's how we do it. There's inventory in regional cables that industry did not know how to utilize as there was no credible platform through which accountability could be established. Again the whole ecosystem was fragmented that was making it doubly hard for people to use this inventory. So now we have solved these problems effectively. Now there is quality inventory available which, we are now making it available (in the) market to use in a smart and intelligent fashion. So there is no question of replacing house inventory with ads. The ads are finding a way to reach out to the new audience. The largest advertisers, most advertisers we appeal to, are large in size and have commercials that area available in different languages. So the same advertiser now provides us with 20-25 flavors of the same commercial. We being one platform they provide us with 20+ flavors of the commercial varying…

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