Sahara One Media & Entertainment Ltd has appointed NDTV Media as its exclusive advertising sales partner in India. As part of the agreement, NDTV Media would be responsible for selling airtime for the Sahara One’s bouquet of entertainment channels including – general entertainment channel Sahara One, Hindi movie channel Filmy, and the newly launched Firangi channel, which is positioned as world television in Hindi.
Commenting on the development, Seemanto Roy, Head - Sahara Entertainment Business & Aamby Valley City, said, “We believe that, this arrangement will enable us to deploy our sales resources more effectively and we are sure that this partnership would augment our sales efforts. By leveraging each other’s inherent strengths and optimising returns, we hope to take our television business to the next level. This certainly should prove to be a mutually beneficial arrangement.”
Raj Nayak, CEO, NDTV Media Ltd, said, “We are extremely glad to partner Sahara One Media & Entertainment Ltd. We believe that both Sahara One and Filmy are strategically poised to take a big leap forward in their respective genres and there are huge opportunities that are still untapped. Firangi, with the unique distinction of being India’s first world television channel, has tremendous potential given the success of dubbed content in India.”
He further said, “The timing also perfectly coincides with NDTV Media’s media aggregation plans as we foray further into aggregating various media just as we have done for the Microsoft Digital Advertising Solutions (MDAS) aggregation model in the online space with MSN. This is the beginning of a lot of new initiatives in the evolution of NDTV Media’s business model.”