STAR India has been doing it on the distribution front, and now the broadcast major has decided its time to do it on the ad sales front as well. For the first time in its history, STAR India has inked a deal with Broadcast Initiatives, a group company of Sri Adhikari Brothers, wherein STAR India will, with immediate effect, take over all advertising sales for Hindi news channel Live India, the new news avatar of Janmat.
Paritosh Joshi, President - Advertising Sales and Distribution, STAR India, said, “When Adhikari Brothers first approached us with this, we thought it was a good idea, and is something new for us as well, so we decided to go ahead with it. Even as the deal is effective immediately, I think by the time we have completed the transition process, and we have understood the brand, we would see action in the ad cycles by September 2007.”
Markand Adhikari, Vice Chairman and MD, Broadcast Initiatives, said, “STAR India is the biggest TV network in India, with the largest ad revenues that any broadcast entity has in the country. We have received great feedback from our viewers ever since we have gone mainstream, and we are delighted with this association with STAR in such times. This is a critical partnership for us and we consider it a significant asset to securing a strong advertising revenue base for Live India.”
For the record, NDTV Media continues to handle the sales for ‘Mi Marathi’, the Marathi general entertainment channel from the group.
Joshi added, “This is a new territory for us, where we’ve had no footprints, and in a sense it completes the STAR India group’s offering with the other channels we have.”
Is this not competing with MCCS at some level, even as it is a completely independently run entity? Joshi replied, “They are completely different, and we have absolutely no interference with each other, so that is not even a concern.”