Primetime Media started operations in 1985 when video industry was growing .Seeing the opportunity this form of content distribution offered & its popularity, Primetime pioneered this as an advertising medium & in the 4/5 years in this space, occupied the no. 1 position .
Th video boom gave way as satellite television gained popularity. Primetime was again the first one off the blocks to seize this next wave.
In 1991, Star TV appointed Startime a Star TV dedicated media company promoted by Primetime, as the sole marketing agency for its Star bouquet of channels. In Satellite TV then an emerging media, Primetime grew . Very soon its channel marketing experience along with the new initiatives of program branding concepts, innovative program packaging helped Primetime achieve a clear position of premiere Independent Media Marketing Company.
In the next phase, to bring in longevity to their business & circumvent the contractual nature of its relationship with Star, led Primetime to explore new opportunities& in 1993 soon they ventured into ownership of content. This synchronized with the State owned TV station -Doordarshan’s launch of its Metro Channel.
PrimeTime tied up with renowned production houses like Yashraj Films, BR Films , Saraswati Productions for sourcing content & co-productions.
The stint with Doordarshan saw some major firsts for Primetime. Path breaking serials like Dekh Bhai Dekh, Mahabharat, Meri Awaz Suno, Zabaan Sabhal Ke were some of the highly rated content that Primetime were associated with. The Strategy was to :forge relationships with leading production houses through JVs & contracts on media properties which had a strong demand with audiences & advertisers.
In 1995, Primetime, in line with its mission of becoming a “Cost effective service providers of innovative media option to meet solutions which advertiser’s media objectives” identified opportunities to develop advertising to the South Asian segment across the globe
With Indian products & services growing in demand , satellite networks were creating the reach. Primetime then moved into the international media marketing space.
Primetime were appointed by Sony Entertainment Television(SET) as their exclusive for media sales representatives for the Middle East market .The international feed including the US and the UK feeds were added to the portfolio .
Then in 1996 .Primetime formed a 50:50 JV with Havas Intermediation, then Europe’s 2nd largest media conglomerate to bring new a approach to the business of Independent media marketing in the South Asian markets
And in 2000, on its assessment that the Out-of-Home (OOH) business though large, was highly fragmented with no information or rate benchmarks, could be remodeled .
It embarked on a pioneering & ambitious project to counter the perception of this fragmented and unstructured industry
PrimeTime partnered with a 6 Sigma consulting firm Qualteam to develop an OOH customized ERM.
Simultaneously Primetime invested into developing a large proprietary database across the country covering over 25000 locations in over 45 cities . An online module was developed using this database .
On this path breaking platform, advertisers could find sites matching criteria like size of towns, location types or gradation of sites based on visibility, and footfalls. They could also see the map of the area in which the site was located, with reference to key landmarks in the area. In effect, they could plan an entire campaign from the information available from the online module from their office…another first.
To this day this remains the largest updated OOH data base, for OOH planning . Along with the software that the database interphases with, makes this an unmatched tool for OOH campaign planning.
In 2007, Primetime embarked on another ambitious project to capture information of the fast changes taking place in tier 2 & 3 towns it christened this initiative “Future Step”.
Its eventual objective is to build grass root level knowledge of the incredible changes taking place in these town even covering infrastructural changes like new transport systems that change the living standards of its inhabitants . On the basis of a comprehensive template this project has been retyped in 15 towns & plans are underway to scale this up which will then provide the knowledge platform for some very interesting media & marketing applications.
In 2005 with rapid acceleration in the radio footprints in India via new licenses issued, PrimeTime after initial explorations created to a joint venture with Kagiso, the largest audience share & revenue radio company in South Africa Media.
Kagiso a publicly listed media group own the some of the biggest radio brands in South Africa like Jacaranda in the Johannesburg area & East Coast in the Durban area besides other stations..
Radio Minds the joint venture brand of Kagiso Media and Primetime is to will provide a 360 deg service in this space covering recourse enhancement capabilities, radio information harvesting tools, developing research based content.
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