No numbers from Sify Technologies on their portals business in the earnings call, though the company did comment on broad advertising trends: Advertising Sify's online advertising revenues have declined because previously large advertisers like matrimonial, job and travel businesses have held back spends. Sify did say that this has been offset somewhat by a new segment of advertisers, particularly lifestyle, automative, telecom and others. The other key trend is that online advertising has moved to performance based from a CPM (impressions) based model. Video Content and Advertising What came as a surprise to us, is that Sify claims to lead in the entertainment area with video content from movies and music videos. They didn't mention whether they were leading in impressions, inventory or revenues. Sify is leveraging lower costs because of their data centres and network for hosting and delivery. "The focus on games, entertainment and sports inaddition to news and lifestyle has led to new users coming on board in the last year" the company said. Sify says that they've had success with reality tv shows and live streamig of Cricket matches - including the India New Zealand series, Australia - South Africa series and West Indies - England series. "We're offering video advertising successfully to our advertisers and gaining revenues," a company representative said on the call. Please note that Sify gave no indication of whether there has been an overall increase or decrease in their user base, advertiser base, nor have they given a split of their consumer revenues…
