Mid-Day Multimedia Limited (MML) is setting up a separate division for its television business. The operations are expected to begin by the end of this year. The company's board of directors has approved the MoU for a strategic alliance with Zee News. As per MoU Mid-Day would bring its content, brand and ability to promote the programming in Mumbai through print and outdoor media, Zee News would provide the broadcast platform and strong distribution relationship throughout the country.
The alliance, due for launch by January 2002, entails the creation of Mumbai oriented news and current affairs programmes for Zee News. However, the details of the alliance will be worked out in the next 30 days.
According to the company sources the strategy of the company would be to reduce costs and get higher revenues through innovation in products and delivery mechanisms strengthen the existing products and brand.