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Hansa to carry out audit of SureWaves aggregated cable channels

MUMBAI: SureWaves MediaTech, a media convergence company that aggregates television audiences, has associated with Hansa Research to carry out third-party audit and validation of the entire SureWaves Spot TV Network.

The association of Hansa Research with SureWaves Spot TV Network, which delivers the largest audience on television in the country, brings an additional seal of accountability to a new-age media platform. It is likely to cause a major shift in media buying on television.

SureWaves’ Spot TV Network helps brands reach out to a vast, diverse and hitherto-untapped audience in a cost-efficient manner with its flagship solution. With the help of its innovative and patented technology, SureWaves has aggregated more than 450 television channels on its digital platform offering around 90 million households across 29 states in India. Spot TV Network shows extreme accountability by giving advertisers real-time telecast reports, video archival of breaks and live viewing of these channels, thus lending measurability to the campaigns.

The third-party audit and validation of the SureWaves Spot TV Network by Hansa Research will cover random physical verification of technology deployment at channel studios and online audit and validation of SureWaves ADEX logs with live monitoring of channels.

Hansa Research executive director Srinivasan Raman said, “We are very excited to be a part of this endeavour and we believe in the potential of new-age media platforms. Coming from an audience research background, we knew large audiences are available on cable TV channels and SureWaves Spot TV Network truly tries to address the industry-level problem of adding to supply side of audiences for advertisers and media agencies. We are happy to be associated with this large format innovation and look forward to our work helping the industry at large.”

SureWaves chairman and managing director Rajendra Kumar Khare said, “SureWaves Spot TV Network today offers large and diverse audiences across the length and breadth of the country in market-based clusters, and advertisers and media agencies alike have shown tremendous faith and commitment towards our initiative. To further increase the trust and confidence levels, we felt that opening of the technology behind SureWaves Spot TV Network to third-party audit and validation by a reputed research agency like Hansa is a logical step forward. The industry we operate in has many unorganised aggregators and we felt this could be one required step to create gold standard for our offering. This will also help our channel partners better understand our commitment and vision towards the industry.”

SureWaves Spot TV Network today has more than 100 national advertisers from sectors such as FMCG, cellular phone services, online retail, personal healthcare, automobiles and BFSI. A large thrust of this spend is coming from brands who are targeting the bullish demand in Tier II and Tier III cities of the country.