Aidem bags ad sales duties of Kasthuri TV

Kasthuri TV is a 24-hour Kannada entertainment channel which is undergoing a brand refresh

BestMediaInfo Bureau | Mumbai | December 11, 2014

White Horse Network Services, which is currently working on an extensive plan to improve the content, channel packaging, promotional strategy and the overall business of 24-hour Kannada entertainment television channel Kasthuri TV, has mandated its ad sales duties to Aidem Ventures.

Launched by Kasthuri Media Private Limited on September 26, 2007, Kasthuri TV recently signed a business transfer agreement with White Horse Network Services.

The channel which previously carried 60 per cent entertainment and 40 per cent news content is undergoing a brand refresh. The focus has now shifted to pure entertainment and the team will soon unveil the content plan to offer a differentiated offering to viewers within the Kannada Entertainment space. The overall content will be targeted to reach the holistic family audience.

P Kailasam

“We have devised a new content strategy for Kasthuri TV. Based on the research undertaken, the first course of action will be to fill in gaps within the current offerings by strengthening our weekday primetime programming by incorporating fiction and new format shows in the current lineup. We are set to launch 5 new programmes both - fiction and non-fiction, by end of this year. We have strengthened our movie library by acquiring 50 A-category titles this financial year. Apart from this, we are set to launch premium reality shows on the lines of KBC and Bigg Boss by the end of January 2015. Besides, this association with Aidem will broaden our client base thus giving us healthy revenues from pan India markets,” said P Kailasam, CEO, White Horse Network Services.

GV Krishnamurthy

“We are very excited about this partnership with Aidem. Their experience and track record in the Regional TV space, is best equipped to expand the horizon for the holistic growth of Kasthuri TV,” said GV Krishnamurthy, Business Head, White Horse Network Services.

Vikas Khanchandani

“It gives us immense pleasure to be associated with Kasthuri TV. We are very excited with this mandate to enhance the advertising potential of the brand. With the White Horse team coming into the picture, we see a tremendous future for the channel. We feel that Kasthuri TV is looking up to some good times ahead,” said Vikas Khanchandani, Director, Aidem Ventures.

Alok Rakshit

“It is great to have yet another Regional GEC on board. Hindi & Regional GECs are key drivers of television viewership. Besides, advertising on Regional GECs is highly efficient due to their competitive advertising rates, richness of content, better cultural fit and better engagement,” added Alok Rakshit, Sr. VP – Regional Channels, Aidem Ventures.

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