Aidem Ventures has been appointed as the advertising partner for free-to-air entertainment channel Dangal TV.
Commenting on the partnership, Vikas Khanchandani, Director, Aidem Ventures said, “It gives us immense pleasure to be associated with the market leader in the Bhojpuri genre and look forward to driving its vision.”
Speaking on the regional market, Khanchandani observed, “Regional channels accounted for approximately 27 per cent of total television viewership in 2012, which is proportionate to the advertising market share they commanded during the same period. Advertising interest in regional markets is strong and broadcasters see immense potential for revenues from local advertisers, who are willing to pay a premium to reach their targeted audience. From our own experience with regional channels, we have come to realise that a staggering number of advertisers are seeing the benefits of developing localised communications strategies using sponsorships, promotions and integrated branded content around regional TV.”
“We at Dangal have a thorough understanding of the Hindi-speaking belt. That, along with our huge investment in acquiring Bhojpuri and Hindi content, serves as a strong endorsement of our vision to create a new standard in the Bhojpuri entertainment space. We look forward to a continued association with Team Aidem to help us achieve better yield for the channel over the long term,” said Manish Singhal, Chairman and Managing Director, Dangal TV.
Dangal TV offers a mix of movies and serials in Bhojpuri as well as in Hindi. The channel is available across cable and DTH platforms, including Dish TV, Videocon DTH, Airtel Digital TV and DD DTH.