Already BBC, CNN and many other International Channels follow this strategy wherein there r various beams dedicated to serving various regions like Asia, Europe, America,,Africa etc. and in some cases India Specific beams r also there so when ad break comes we in India will see different ads compared to audiences watching the concerned channel in other regions.....even incase of WION which is India's own International News Channel same strategy is followed.
Now Tata Play will tie up with broadcasters and either broadcasters themselves might launch separate dedicated region specific beams on C Band ( formed by grouping different states in each beam to which channel caters to thereby giving options to brands to reach to their target audience or offer ad slots/reach to brands by combining different states/region based on primary / secondary language spoken thus offering customised packages which resonates with the genre/content of the channel ) which will help air ads which align with interests or preference of different segment of viewers across India .
Still remains to be seen whether how many broadcasters implement this on C band transmission bcoz obviously it cannot be that broadcasters stop selling ad slots on standard beam and have special contracts for selling ad slots for beam which Tata Play intends to implement on its platform as then it will lead to erosion in brand count + price of ad slots which is applicable to original beam. Also maybe Tata Play will just implement it on Linear TV Channels available on its OTT app which would much easier to implement for broadcasters and Tata Play
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