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We are not in the business of offering niche: SureWaves Founder Rajendra Khare

Bangalore-based digital media company Surewaves says they are targeting national advertisers who want to reach all markets. Rajendra Khare, founder of the company feels that they are not competing with companies such as Rediff owned VuBites or Mayfield backed Amagi, and says that they do not target niche markets. “We do not compete with Amagi or VuBites because our offerings are very different. What we are doing is we are adding audience of large number of TV channels and additive offerings to a client. We are not in the business of offering niche. An advertiser who wants to restrict his reach to only a specific market his consideration will be different. Whereas an advertiser who wants to reach all markets and want to meet larger audiences and we kind of add audience,” Khare says. While VuBites and Amagi help advertisers reach out cable operators and help replace house inventory with ads or even localize ads for a market, Surewaves lets advertisers upload variants of one ad to their Spot TV platform and control their deployment to MSOs across the country from a single dashboard. Part 1 of the interview with Khare: Medianama: What is your focus area? Khare: Our flagship product is Spot TV. Others are accompanying solutions in larger scheme of things Spot TV is the focus. Medianama: So what is the impact of 12 min rule on your business? Khare: It affects our business extremely positively. Some of our leading channels have already have it in place and others…

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