Will rural ratings disrupt channel rankings?4 min read 01 Oct 2015, 01:06 AM IST
Both advertisers and broadcasters are waiting for the rural data with bated breath. Neither is sure how the new markets will behave
For the past 15 months, broadcasters have been busy expanding their presence in the rural markets by deploying their boxes and signing deals with local cable operators. Television channels in different genres, especially those in news and general entertainment, have invested several crores in distribution tie-ups and carriage fees (the amount paid to cable operators to be carried on the prime band) to be seen in rural India, which is still an analogue market. Some have even jumped on to DD Free Dish, the direct-to-home platform of the public service broadcaster Prasar Bharati.
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