... "It's a unique situation. The operator [Tricolor TV] has become a player on the advertising market. This never happened before. Actually, before digital technology, this wasn't even possible."
The new advertising mechanism, Operator A-services, is currently in its test phase on Tricolor TV's channels. It includes two services, A-Zapper and Operator A-pack.
A-Zapper will insert static or dynamic full-screen banners that TV viewers will see as they flip from one channel to another. The sale of these banners will be based not on the length of the ad, but on the number of times it is displayed.
The Operator A-pack service allows the Tricolor to insert a block of its own advertising across all of its forty channels. The platform is marketed as a way for advertisers to reach a variety of audiences simultaneously.
The average Russian lives in a city of 100,000 people and changes the channel 24.5 times each day, according to a recent study by TNS Russia. Tricolor TV currently has over 10 million subscribing households in the country. With this in mind, the operator's daily net of channel flips — and consequently, exposure to ad banners — could reach 655 million.
Tricolor broadcasts a range of TV channels in the European areas of Russia plus most of the Siberian, Urals and Far East regions.
Read the original unabridged article here.