ADVERTISING

41

CARIBBEAN BUSINESS THURSDAY, JUNE 23. 2005 said Caro. He got into the field because of his friendship with De Alba, company president. Once Caro saw what narrowcasting was all about, he was hooked on the business. He estimates the company will have the system installed in nearly 100 locations within a year. In the U.S., the narrowcasting field is estimated to be a $452 million market, Caro said. Studies conducted by Massachusetts consultants InfoTrends/CAP Ventures indicate the market will grow on average 20% yearly and reach $1.3 billion by the year 2009. •

Narrowcasting Startup Offers Targeted Exposure
Plasma display screens show mix of music videos, movie trailers, and ads
BY LORELEI ALBANESE

rime Time Web Media expects to change the advertising landscape at fast-food restaurants and other public places. The company, headed by Carlos de Alba, installs 20inch plasma display screens resembling TV sets that show a mix of music videos, movie trailers, and advertisements. The locale—a restaurant or other business—gets up to two minutes of free advertising per hour, right on its premises. The concept of narrowcasting—an alternative media to traditional TV advertising—was bom of Internet technology. Unlike "broadcasting," which transits the same message to all locales, "narrowcasting" targets the distribution of multimedia content to specific venues and permits a network operator to change the content at one locale or the entire network. The programming by remote software is done from the Bayamon offices of Prime Time Web Media. "Narrowcasting is an advertiser's dream because it allows the transmission of totally targeted ads to a select audience within a given market at a very low cost," said Daniel Caro, Prime Time Web Media sales executive. "It also allows for instantaneous distribution of new advertisements." Each locale has an antenna for transmitting the programming from the office. A log of the content, which is shown at each locale, is transmitted to Prime Time Web Media's office. While a restaurant, for example, gets its free advertisement every hour, other ads could be programmed—but not in the restaurant category, Caro said. This alternative advertising medium is being installed in about 35 Church's Chicken (South American Restaurants Corp.) restaurants from Vega Alta to Humacao and is in place at Hospital Perea in Mayaguez, which is part of the Pavia Health System. Prime Time Web Media also is testing the system at selected Encanto Restaurants (Taco Bell, KFC, and Pizza Hut) and negotiating to place the screens in the other Pavia hospitals in San Juan. "Internet technology has changed data transmission throughout the world," Caro said.

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"Traditional mail has been surpassed by email, music is purchased online in MP3 format, and now the time has come to change advertising,"

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Aprov^chalos y o b t ^ la casa que tanto te gusta. Refinanda y pasa tus mepres vacadones de verana

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Sales of Panadol
Continued from previous page

doesn't irritate your stomach like aspirin . . . that no other analgesic is safer than Panadol. The Lopito, Ileana & Howie creative team that worked on the six commercials are Tere Davila, director of the creative department; Nestor Rivera, copywriter; and Janice Arroyo, art director. The six commercials—"Barreras," "Tren Urbano," "Tres Amigas," "Sarten," "Dentista," and "Anchorman"—were filmed by La Plaza Films. •

POPULAR MORTGAGE.
M ^ infc>rmaci6n:Todas las ofertas esdn su|etas a aprobaci6n de crMita Para dientes con hiistortal de cr^dtto (0^,0) que radk|uen en o antes dd 26 de junio de 2005 y cierren en o antes dd 24 de jutio de 2005. Oferta para prteamos "Fannie Mae Conforming" o Tretfie \^K. Conforming" desde $75,000 hasta un mdiximo de $359,650 con resutado "Approved ElegSjle' deJ sistema 'TXJ" o "Accept Plus" d d pro^ama I P " con un LTV mfbdmo de hasa 100% para la compra de residencta principal, hasta 95% de LTV en refinanciamiento de primeras y legundas residendas o en b compra de segundas reudendas con seguro Npotecario prrvada ^ e n ^ o I -Balk>on 7/30 - Un pr^stamo comendonaJ de $ 100,000 a 7 arkis con un inters anual de 3.75% -f APR de 4 . 7 ^ tendrl un pago de principal e interte de $463 por Ios primeros 7 aAos d d pr^stamo y unfaahnceresidualde $86,020.71. Al finalisr d r^rmino el diente puede solicitar iffi refinanciamiento o pa^ar d balance residual en su totalidad. Se honnr^ d 2.50% por debajo d d interte pf^valeciente de Popular Mortj^ge en el mercado al momento del cierre. ^emplo 2- Un prestanto convencional de $100,000 a 15 aAos con un inter^ anual de 4.25% / APR de 4.98% tendri un pago prindpal e interte de $752. Se honrari e) 2.00% por debofo dd interns preraledente de Riputar Mortjpgeend mercado at momento dd cierre. Ejempio 3-Un pr^stamo convencionaJ de $IOOiOOOa 30 vioscon un inters anual de 4.75% y A l ^ d e 5.29% tendri un pago principal e interfe de $522. Se honrari d 1.50% por debajo dd interb prevatedente de Popular Mortgage en d mercado al momento dd derre, Los pagos no indu/en ^stos legates e inddentales, prepagados. ni partidas de seguras jr oxitrtiudones. B p ^ de est» eiemplos ha sido redondeado al d6lar mis cercano. Lic.H-970919 de la OHcina del Comisionado de Institucionei Financieras.