OOH media promotes UTV Action through roadblock
www.business-standard.com- 13th January, 2010


With the New Year, OOH Media Pvt Ltd., India’s largest out of home television company has tied up with the UTV Global Broadcasting to promote their newly launched channel UTV Action. According to the tie-up OOH Media will promote the newly launched channel in select location in Metros and Mini-metros through roadblock. This entertainment channel is out-and-out showcasing action content from Hollywood and Bollywood.

Commenting on this deal, Fabian Cowan, General Manager Sales- West, OOH Media said, “OOH media is increasingly establishing itself as an ideal platform to promote new shows and channels due to its presence across cities and key clusters catering to the required target audience for these brands and their offerings. The ability to use the medium innovatively in this case as a roadblock has allowed UTV Action to showcase their offering in a more robust and exciting manner”.

The channel is eying a male target audience in the age group of 15 years and above across Hindi speaking markets. In the first month of its launch, UTV Action will showcase 15 titles, comprising Men in Black, Black Hawk Down, End of Days, Bad Boys - II, Grudge, Vertical Limit, Crouching Tiger Hidden Dragon, Desperado, Godzilla, Blade, Ab Tak Chappan, Border, Chandni Chowk to China, Race and Pirates of the Caribbean - Curse of the Black Pearl to name a few.

Sameer Ganpathy, Channel Head UTV Action says, “With media like OOH screens it is essential to undertake advertising which is clutter breaking and so we have taken a roadblock on critical OOH Media sites to promote UTV Action content.”

With huge marketing spends in Television and Outdoor, the channel has signed OOH media for promoting the same spanning across cities and clusters like Malls, multiplexes, Lifestyle, etc in Mumbai, Delhi, Pune, Ahmedabad, Kolkata, Lucknow, Jaipur and others to promote the show at locations where people spend most if their time when they are out of home.

Out of home has successfully partnered with many clients and has proven to be a unique advertising platform. New advertisers are turning to it while the existing ones have risen their spend.