MAM
Russia to ban ads on C&S pay-TV channels
MUMBAI: Even as broadcasters in India are fighting tooth and nail with the Telecom Regulatory Authority of India (TRAI) to rollback the ad cap regulation that restricts satellite TV channels from airing more than 12 minutes of advertisements per hour, a completely different situation has just cropped up in Russia.
A new bill that has gone through three stages of hearings in one week is just waiting for approval from the President of Russia. The state Duma has passed a bill banning advertising on cable and satellite pay TV channels that will be effective from 1 January 2015. The bill has been created for a level playing field between Russia’s free to air (FTA) cable channels and those that monetise by both ads and subscription.
Channels that are available on a paid basis as well as those that are encoded will be included in the ad ban. National, universally accessible and terrestrial channels will not come under the ban. Last week, a letter was sent by few Russian channels requesting the government to think through before passing a bill of such nature. The letter mentioned that of the 270 C&S channels in Russia, 150 will be threatened due to this bill, leading to an increase in the price of pay TV.
According to reports by Association of Communication Agencies of Russia, advertising revenue from digital and satellite channels last year was just 2.6 per cent of total TV ad market as compared to the rest taken by FTA channels ($ 4.4 billion).
Across the world, the standard rate of advertisement is 12 minutes per hour including the UK, Germany, Ireland, Norway and Argentina.
Zee Russia is one Indian broadcaster that is present in Russia.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
