The network is aiming to tap national advertisers who are warming up to regional TV
BestMediaInfo Bureau | Delhi | July 3, 2012
Aidem Ventures has announced its partnership with the Jaya TV Network to handle the advertising sales duties for the Tamil television network for the next three years. The Jaya TV Network comprises Jaya TV, Jaya Max, Jaya Plus and J Movies.
Announcing the partnership, KP Sunil, Vice-President, Jaya TV Network, said, âNational clients are increasingly adopting regional mediums to reach their prospective clients.Â This is the perfect time for us to expand our sales operations in a big way to geographies beyond Tamil Nadu. Most of the major advertisers are based in advertising and commercial hubs like Bengaluru, Delhi and Mumbai. We are looking at Aidem to complement our growth strategy with its established network and relationship across clients and agencies across India. This partnership promises to broaden our current client base and facilitate a healthy revenue stream for the Jaya TV network.â
Vikas Khanchandani, Director at Aidem, said, âAccording to FICCI Frames 2012, Indiaâs regional television industry witnessed a growth of 70 per cent in 2011 compared to the national average of 12 per cent. The numbers clearly denote that the growth is coming from the regional markets and the future is there. With regional channels accounting for approximately 33 per cent of all India CS 4+ television viewership, every advertiser is trying to better their foothold in the regional markets. Aidem is well equipped and geared to bridge the gap between regional and national advertisers.â
Discussing the southern media market, Alok Rakshit, Head, Broadcast Business - Regional & News, Aidem, said, âThis market comprises various uni-lingual sub-markets, which helps the local broadcasters in terms of viewership, subscription profit, advertising revenue and building overall consumer loyalty for their channels. It forms a sizeable portion of the total television pie in India, after the Hindi GEC category. Among the sub-markets, the Tamil genre commands the largest share in viewership. What is good news for the players in this market is the fact that the industry is now also backed by the presence of national advertisers who concede that the regional television industry is the best possible platform for them to connect with the local consumers.â