New-Look Sony Prepares For Big Blast

According to Dasgupta, Sony is looking up on the whole with penetration figures of 8.85 million in July, as against the 7.12 million which were thrown up by the IMRB study in February 1996. Remember, we have been in the market for only eight months, he adds.

Advertisers ranging from Pepsi, Cadbury, LML, Nestle, Videocon and Whirlpool have committed themselves to the channel, says Dasgupta. Ad rates vary between Rs 11,000 to Rs 25,000 for a 10-seconder depending on the advertiser, the time band, and the amount of time booked. Dasgupta says Sony is notching up ad revenues close to Rs 2 crore a month. He expects it to close the year with an estimated Rs 35-40 crore in advertising.

We are confident of a great festival season in the next two months, he says.