What makes advertisers like Maruti interested in ETC?
A. PD: As an advertiser, I have to see which channel gives me value-for-money. There are five-star hotels and there are dhabas. A customer will go where he finds complete satisfaction for his money. An advertiser wants maximum exposure for his brand at the lowest cost. He is looking for a channel where the opportunity to see is greater. ETC is free-to-air, analog, and has a high reach. ETC’s reach today is equivalent to 75-80 per cent the reach of the three top channels and we are just one-and-a-half years old. Moreover, because of the genre of our programming, our properties are not as expensive as that of other channels. Our best compilation will cost us Rs 50,000-Rs 60,000 compared to a minimum of Rs 3 lakh per episode for Kyunki Saas Bhi Kabhi Bahu Thi, for example. So even at a comparable reach, we have ad rates that are a fraction of their rates. A 10-seconder on ETC will be Rs 2,000-2,500 compared to Rs 40,000-3 lakh on the other channels. Among music channels, we are No 1 in al
