Dishum has seen a 30% increase in brand count post implementation of NTO: Aparna Shah
MUMBAI: Bhojpuri GEC Dishum’s director Aparna Shah has said that the channel has seen a 30% increase in brand count post the implementation of the new tariff order (NTO).
Dishum, which launched on 15th August 2017, will be completing two years soon.
“The ratings indicate our growth and acceptance especially with the aspirational Urban audiences as a feather to our cap in comparison within the genre. Our programming has thrived on distribution minus Freedish to address the NCCS AB audiences in Bihar Jharkhand market,” Shah said.
On the growth in advertising, she added, “NTO made us stand out as a leading brand in Pay platform with an increasing number of advertisers and brands wanting to partner with us. Brands patronising to Bihar Jharkhand in particular, are there with us (some on an exclusive basis), due to TG supremacy we enjoy in NCCS_A, B or AB cuts. We have seen a growth of over 30% in brand count post NTO.”
Over the period of 24 months, Dishum has studied the changing consumption pattern and arrived at an FPC which has a mix of the best of both worlds; TV and Digital. Festival spikes and themed topical native programming became the new drivers of the channel and the results paid off.
Keeping up with the learning, festival programming has already arrived at Dishum. With the advent of Shravan, a month-long programming spike is already playing out and this will continue with other topical spikes, culminating with Chhath Mahaparv in November, a programming of almost five months.
“And it took us two years to be where we are today,” DIshum COO Partha Dey. He further stated that loyalty and traction can only be generated if a channel has the right mix of content. Dishum, he says, will always strive to create this mix for wholesome family entertainment.
Dishum is distributed across all major Pay Platforms- DTH & MSO including Tata Sky, Airtel, Sun Direct, Den Networks, Siti Digital, GTPL, Darsh Digital, and many more independent MSOs.