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Shop CJ's regional space initiatives for revenue boost


30 Aug 2013
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One of the conveniences of modern times is that everything we need or want is available on our television screens and/or is just a call for a click of a button away. The market of television shopping has grown over the years. A study in 2015 stated that the cable and satellite market consists of 140 million (14 crore) households or 650 million (65 crore) people as of December, 2014. In comparison, the number of internet users was estimated at 302 million (30.2 crore).

Even when everything is switching to mobile, the 24 hour tele-shopping channels still manage to grab a fair share of the market, albeit just a fraction in terms of sales by the eCommerce players, due to television’s humongous reach. The business was estimated to reach revenues of around Rs 5,000 crore by the closure of fiscal 2014.15.

So far, teleshopping’s bastions were largely limited to late night teleshopping on various channels and a few pure teleshopping channels. But, there was an opportunity to service rural markets that were not being catered to by eCommerce players as yet. The Akshay Kumar – Raj Kundra led teleshopping channel Best Deal TV launched Best Deal TV especially for the Tamil market.

Among the major players in the teleshopping space, Shop CJ (previously known as Star CJ Alive), has also rolled out regional shopping channels in Telugu and Tamil. The Telugu channel was launched about six months ago and the Tamil entity came to be about two months ago.

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