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Aidem to handle Lakshyya Entertainment’s India sales

19-April-2012
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Aidem to handle Lakshyya Entertainment’s India sales

Aidem Ventures has been chosen by Lakshyya Entertaiment, an Odia Satellite GEC, to handle its India sales. This is the second regional brand win for the company, after Mi Marathi.

Lakshyya Entertaiment is Dreams Daru Bramha Productions’ first and exclusive 24X7 Odia Satellite GEC. It is also the first channel in the history of Odia satellite media to have garnered 65 GRPs in the first week of its launch.

Commenting on the collaboration, Alok Rakshit, Head, Regional and Entertainment Business, Aidem Ventures said, “Media agencies have, over the years, realised the importance of regional channels in focused targeting. Regional channels have now become a crucial element of media plans not just because of the cost advantage they provide, but also because of their regional focus.”

“Lakshyya Entertainment is a single source of contemporary entertainment reflecting the local flavor of Odisha. It is widely accepted and appreciated by the Odia-speaking audiences. Our team is very well equipped to enhance the advertising potential of the channel and change the face of the market,” he added.

Odisha’s media landscape is set to undergo a sea change with television coming to the forefront.TV spends in Odisha have increased more than five times over the past four years. This is a big leap for a print-dominated market. The Odia television market’s advertising revenues was pegged at Rs 70 crore in 2011 and is poised to grow further (IRS Q3 2011).

“Aidem has a strong foothold in the media sales space. Lakshyya Entertainment is growing at a scorching pace since its launch. We are positive that Aidem will take it to greater heights,” said Rudra Pratap Mohanty, Director, Dreams Daru Bramha Productions.

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