Online sale of TV advertising appears to have found another taker. ETV Networks, which operates 12 TV channels has launched ETVNetmart.com to allow media planners, advertisers and agencies to bid and buy advertising spots, reports exchange4media. While I haven’t been able to give it a go (since I’m not registered) the extensive terms and conditions make for very interesting reading - related to terms for bidding, scheduling, and payment. The site allows only verified registrants to bid for spots.

This launch follows shortly after Dentsu India’s lastminuteinventory.com (LMI) went live, albeit behind a password protected wall. LMI, however, sells only left over inventory, which used to be given free to appease large media-buyers. The opportunity for these portals lies in doing what Google (NSDQ: GOOG) did online - get small advertisers on board.