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Helios Media elevates Bala Iyengar as COO

Helios Media, a speciality services company for the broadcast sector, recently completed two years of operations and has carved out a niche for itself as a revenue maximisation catalyst

BestMediaInfo Bureau | Mumbai | December 10, 2013

Bala Iyengar Bala Iyengar

Helios Media, the speciality services company for the broadcast sector, recently completed two years in operations, already carving a niche as a revenue maximisation catalyst. The company was launched with a vision to provide broadcasters with business critical expertise in the areas of Revenue Management, Brand Consulting and Creative Development. In keeping with its expansion, Helios Media has elevated Bala Iyengar as Chief Operating Officer.

Helios Media has demonstrated results for brands such as MTunes HD, India’s only Bollywood music channel in HD; Channel X, the destination for Bollywood gaana, glamour and gupshup; FoodFood, India’s first food & lifestyle channel; and Fashion TV.

The television industry has undergone critical developments in recent years with digitisation taking centrestage, regulations in inventory management, growth of niche genres and the ever evolving dynamics of how viewers consume entertainment. Media brands are exploring newer avenues for engaging with audiences while advertisers are on a constant search for platforms to maximise reach. Traditional practices are being reviewed and the market is in a constant state of innovation.

Divya Radhakrishnan Divya Radhakrishnan

Divya Radhakrishnan, Founder & Managing Director of Helios Media, said, “With the changing social fabric, growth of internet penetration and the change in consumer behaviour, the means to reach the viewer have increased manifold. As we move forward, our focus will be on getting into deeper partnerships with relevant platform creators to enhance the solutions we offer our clients. A TV channel is not just for TVCs anymore, and we will work with them in the overall revenue management space, going beyond traditional commercial inventory. In addition to inventory sales, we have enhanced our teams to include talent in the areas of content syndication, custom events, celebrity management and strategic digital initiatives. To take this scale of operations forward, it’s only natural that Bala steps up to take charge of our complete offering and provide seamless service to our clients.”

Commenting plans ahead, Bala Iyengar said, “The team has been groomed as idea generators and solutions providers who can offer expert advice on how to connect the advertiser with the audience. And this has helped us bring in the 150+ advertisers on MTunes HD, develop a market strategy for Channel X, exponentially increase the revenue base for FoodFood and set to motion the revenue agenda for FTV India. We will shape ourselves to be the go-to destination for advertisers seeking innovative ways to connect with audiences, and for channels seeking breakthrough strategies to boost revenue.”

The sun is definitely shining bright on the company and more announcements are expected in the near term as they continue to spread the light.


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