According to the latest figures released by the Ministry of Overseas Affairs of India, India has the second largest Diaspora in the world with over 25 million people spread across every major region of the world – that’s more than the population of Australia! This Diaspora is not only large in number, but they also are economically strong and hence are a very important target audience for many consumer goods and services companies.
Today there are a variety of ethnic media available including print, television, radio and online to address the information and community needs of these NRIs. Various advertisers use these different media formats for advertising, along with below the line initiatives. However, in most countries like the US, UK, Asia Pacific region there is no audience data to measure the effectiveness of communication and advertising for these Indian ethnic media channels.
In the absence of this data, it becomes important for a media company or a company representing these media formats` to know the flavour and complexion of the Indian communities residing in the different markets and to be able to provide relevant media formats to advertisers seeking to reach different segments or sub segments of the Indian diaspora.
H2O operates in this scenario offering a single point media representation for Indian ethnic media catering to Indian advertisers who want to reach out to the NRI population. It currently markets Willow TV (which is the only dedicated broadcaster of cricket in the US and Canada.), Food Food (a food and lifestyle channel currently available in the Middle East), Glow (a brand new general entertainment channel catering to the South Asian diaspora in South Africa), Times Now (India’s foremost news channel also available in North America, Singapore, Middle East and Australia) and Zoom (lifestyle and Bollywood channel also available in the same markets as Times Now)
H2O comes from the lineage of Primetime, which is one of the leading players in the field of independent media sales in India. Set up in 1985, it has marketed time and space across media such as television (www.primetimeinternational.in), radio, video, out-of-home (www.primeoutdoors.com) and most recently digital (www.marmaladedigital.in)