Aidem to handle media sales for Lakshyya Entertainment

The 24x7 exclusive Odia satellite GEC has been promoted by Dreams Daru Bramha Productions

BestMediaInfo  Bureau | Delhi | April 17, 2012

After Mi Marathi, Aidem Ventures has won another regional brand, Lakshyya Entertaiment, to handle its sales. Lakshyya Entertaiment is the first exclusive 24x7 Odia satellite GEC promoted by Dreams Daru Bramha Productions.

Lakshyya Entertaiment is the first Odia satellite channel to have garnered 65 GRPs in the first week of its launch. It is the only FTA channel in the Odia GEC genre since its launch in September 2010.

Commenting on the collaboration, Alok Rakshit, Head, Regional & Entertainment Business, Aidem Ventures, said, “Regional channels have now become a crucial element of media plans not just because of the cost advantage they provide but also because of their regional focus. Aidem commands domain expertise in the regional GEC space and Odisha media is the next big thing. Moreover, Lakshyya Entertainment is a single source of contemporary entertainment reflecting the local flavour of Odisha. It is widely accepted and appreciated by the Odia-speaking audiences.”

“Aidem has a strong foothold in the media sales space. Its team of young, motivated professionals commands great trust among Indian advertisers. Lakshyya Entertainment is growing at a scorching pace since its launch. We are positive that Aidem will take it to greater lengths,” said Rudra Pratap Mohanty, Director, Dreams Daru Bramha Productions.

The channel share of Odia GECs stood at 12.78 per cent in 2011 (TAM, C&S 4+, Odisha). The overall GRPs have also gone up considerably. TV spends in Odisha have increased more than five times over the past four years. This is a big leap for a predominantly print-dominated market. The Odia Television market's advertising revenues were pegged at Rs 70 crore in 2011.

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