India: Bharat Petroleum to Test Advertising Technology
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Thursday, 14 August 2008 |
Bharat Petroleum Corporation Limited (BPCL) is planning to use direct-to-home (DTH) technology to sell
advertisement space across its 7,000 service station network.
Currently the company is testing the DTH technology on a selected number of service stations. If it proves successful, it will be a unique revenue-generating model for the beleagured company. BPCL will be able to sell space for the television commercial advertisement across all the service station network simultaneously.
Government-owned Indian petroleum companies are making losses worth of Rs 500 to 600 crore per day on sales of petrol, diesel and cooking gas at the subsidised rates.BPCL faced an under recovery of Rs 4,596 crore in the month of July 2008.
The company has shown great innovation in seeking alternative revenue streams and market segments to compensate for the negative affects of the current controlled petrol retail pricing.
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