Aidem Ventures has announced partnership with Jaya TV Network, wherein the company will handle the advertising sales duties for the Tamil television network including Jaya TV, Jaya Max, Jaya Plus and J Movies, for the next three years.
Commenting on the development, KP Sunil, Vice President, Jaya TV Network said, ‘Having identified the fact that in order to communicate with their consumers, brands need to speak to them in their language, national clients are increasingly adopting regional mediums to reach their prospective clients. This is the perfect time for us to expand our sales operations in a big way, to geographies beyond Tamil Nadu.”
He also added, “Most of the major advertisers are based in advertising and commercial hubs such as 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.”
According to the FICCI Frames 2012, India’s regional television industry witnessed a growth of 70 per cent in 2011, as compared to the national growth of the industry which is slated at 12 per cent. The numbers clearly denote that the growth in the industry is coming from the regional markets and the future is there! With the 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 to ensure they enjoy pan India presence.
Aidem is also the exclusive media representative for Mi Marathi, Live India, Sahara One, Sahara Filmy, Economist.com, KBS World, Al Jazeera English (AJE) and other Al Jazeera channels, and Radiowalla Network.
Vikas Khanchandani, Director, Aidem Ventures said, ‘Aidem is well equipped and geared to bridge the gap between the regional and national advertisers. We are optimistic that regional will be the new national and it is a strategic business decision on our part to foray in this market. There’s no denying that exciting times are in store for regional TV channels and we are looking forward to this business assignment.”
Discussing the southern media market in India, Alok Rakshit, Head Broadcast Business – Regional and News, Aidem Ventures said, “This 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 General Entertainment Channels category. Among the sub-markets, 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.”
For the record, Jaya TV is one of the major Tamil language satellite television channels based in Chennai, India. It was launched in 1999. The Jaya TV Network comprises Jaya TV, Jaya Max, Jaya Plus and J Movies.