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. Last Updated: 07/27/2016

Video International Expands Its Work With Regional Ad Clients

Leading advertising group Video International says it will significantly boost its presence on the regional television market and by the end of this month will launch a new sales system.

The strategy is two-pronged, Viktoria Biryukova, deputy general director of Trend, the regional arm of Video International, said by telephone Monday.

Trend will provide firms wishing to advertise in the regions with relevant economic and demographic data.

Alongside this information, Trend will help clients plan their regional presence by giving them online access to television stations' price lists, market shares and ratings.

"We are launching this system as we expand our regional presence [because] we don't think growth is possible without an information base that will offer transparency to our clients," Biryukova said.

The new sales system, dubbed Infodicto, will work in 44 cities with 13 more to be added by the year's end to include 260 local television channels.

According to Video International forecasts, the regional television advertising market will soar 30 percent by the end of the year to a value of $245 million.

Next year, that market is set to grow another 10 percent to 15 percent, Biryukova said, adding that Video International holds about half of the regional market.

Video International has representative offices in 25 regions and sales offices in ten more, she said.

According to Vedomosti, Video International generated $1 billion in turnover last year.

Public opinion research firm TNS Gallup Media, a traditional partner of Video International, is also expanding its regional coverage from 15 to 25 cities as of early next year.