QCN an alternative channel to TV for Advertisers
Reported on Audiencematters.com by Mahesh Shevale.
Qube Cinema Network (QCN), a wholly-owned division of Real Image Media Technologies Pvt Ltd, presents a medium to the advertising fraternity, which combines the large screen impact of cinema with the reach of television network and the flexibility to target local markets. During the interaction with Audience Matters, Arvind Ranganathan, CEO Real Image, focussed on QCN’s impact and future. Here are some excerpts.
Arvind Ranganathan stated, “QCN is akin to an ‘asynchronous channel’. It is a large network of digitally enabled cinema theatres, offering advertisers an alternative channel to TV. It offers both on-screen and off-screen advertising opportunities. It owns exclusive rights across a network of nearly 900 theatres spanning six states including Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, West Bengal and Delhi.”
He added that QCN can bring the customised and innovative patented Digital Cinema advertising solutions to the clients. Patented in both the US and India, the technology is used to easily deliver and schedule advertising from a single beta tape to the QCN theatre network across the country from a single server, and to produce play logs to authenticate the process.
“There are more than 250 brands from reputed companies who have advertised on QCN. The brands from the FMCG, banking, automobile and electronics industries including Aditya Birla Group, Airtel, Mahindra & Mahindra, Cadbury, Hindutsan Unilever, Idea Mobile, LG, P&G, Samsung, Tanishq, Tata Motors, Uninor, Dabur, Maruti, Britannia, IOB, ICICI, Canara Bank and Bank of Baroda feature in the list,” he mentioned.
QCN is already available across 900 prime-release theatres in six states. Real Image is planning to expand it further.
About QCN’s effect, Ranganathan said, “International studies have proved that exposure to cinema has more than eight times the impact of exposure on TV when the two media are used in tandem. A research study commissioned by QCN and conducted by The Nielsen Company helps to demonstrate that advertising on its network gives brands significantly higher effective reach than many leading TV channels.
Further, QCN delivers this effective reach at far lower 'cost-per-thousand' than TV, giving advertisers extra value for their money. For the first time in cinema advertising in India, QCN also gives its clients proof of play in the form of electronically generated play logs, authenticating the process and bringing accountability to the medium that was not there before.”
The Real Image Media Technologies Pvt Ltd is one of the global pioneers of Digital Cinema (Qube Digital Cinema). Real Image is the leading technology enabler in India in the film, broadcast and audio industries in the areas of production, post-production and delivery.