The Hindu : Front Page : A new lease for TV advertisements

Online edition of India's National Newspaper
Sunday, Nov 18, 2007
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A new lease for TV advertisements

Anand Parthasarathy

Bangalore: Here’s an entirely new ‘take’ on TV advertisement shorts — those commercial breaks we love to hate! The Chennai-based media solutions player, PixelKraft, has just created a first-of-its-kind online video directory of consumer brands.

The portal — www.indibiz.tv — features hundreds of video clips, most of them advertisement shorts that have played on TV channels, classified according to product — from apparel, bikes, cars, detergents ... to telecom.

When these ad clips are inserted in between our favourite serials, they might seem like nuisance. But when you are ready to buy a new car or TV or fridge, it might be useful to see the ads of all competing brands to help you decide what to go in for. PixelKraft Director, Siddharth Kumar, who spoke to The Hindu on Saturday, says the idea of accumulating all these video contents in a way that will be seen to be useful rather than intrusive has not been tried out before on the Internet.

Brand companies are invited to freely include their video clips — and for a small charge, they can also add links which will allow potential customers to contact them by mail or on the phone. In many categories there are four or five brand choices. The people at PuixelKraft seem to have come up with a new cyber way of saying the customer is always king (or queen)!

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