IndiaCast assigns digital content duties to Tangerine

The digital management agency will support IndiaCast publish its VOD content and ensure stringent turnaround time for publishing episodic videos

BestMediaInfo Bureau | Delhi | May 30, 2013

IndiaCast Media Distribution, a strategic joint venture of TV18 and Viacom18, has appointed Tangerine Digital, one of India's leading digital content management agencies, to manage the digital content of their flagship channels on digital platforms. As India's first multi-platform 'Content Asset Monetisation' entity, IndiaCast is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A&E Networks, TV18 and the Eenadu group.

Tangerine will be responsible for curating and packaging all Video on Demand (VOD) content in order to aid discovery for IndiaCast while, at the same time, ensuring stringent turnaround time for publishing of episodic videos.

Tangerine will bring its experience in content management and metadata services for the broadcast industry. It will not only assist IndiaCast in its endeavour to increase operational efficiencies to consolidate the distribution functions of both media houses but also support the distribution venture reach newer markets.

Tangerine will capture, curate and publish episodic videos of six channels (including Colors channel) within 45 minutes of its premier on-air telecast in India. It also will create individual episodic videos of shows like Balika Vadhu and Uttaran, etc., of Colors in addition to regional content from five of ETV's bouquet of channels.

Anuj Gandhi, Group CEO, IndiaCast, said, “Tangerine has been a very strong partner in growing our digital footprint. The team has always delivered successfully to our tight and aggressive schedules and has a rapid and effective response mechanism to meet dynamics of the digital environment. We are pleased to work with Tangerine and look forward to a long term fruitful association.”

Kesavan Kanchi Kandadai, CEO, Tangerine Digital, said, “The media distribution industry is currently witnessing a phenomenal revolution in the way media content is circulated and consumed. Increased bandwidth and easy access of internet through tablets and smartphones is fuelling exponential growth of online video consumption, in turn unlocking new channels in the way content is created, distributed and monetised. We at Tangerine are entirely focused on this evolving digital environment and will continue to pioneer new and creative ways to engage, entertain and inform audiences. We believe we have the capabilities and the focused strategic approach and expertise to add value to the brand IndiaCast.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com