Media Agency Middle East (MAME), the single window media and media-business consultancy provider, has secured the advertisement sales representation rights for NDTV Imagine, the first free-to-air family Hindi entertainment channel in the Middle East and North Africa (MENA) region. The channel would be available on all free-to-air platforms through NileSat as well as on pay bouquets like Pehla, e-vision and Du.
Commenting on NDTV Imagine going live in the region, Bipin Pathak, CEO, MAME, said, “There is a pent-up demand for high quality entertainment among the expatriate population in the region, which comprises 10 million Asians, predominantly Indians, Pakistanis and Bangladeshis. Few entertainment avenues are available to meet the leisure needs of this significant and discerning stratum of society on free-to-air (FTA) platform. NDTV Imagine seeks to fill the gap by providing fresh and distinctive programming.”
Pathak underlined the fact that Asians were among the largest investors and consumers in the region, which is witnessing unprecedented growth and diversification. “NDTV Imagine provides the perfect platform to companies seeking to reach out to this burgeoning expatriate population. The channel’s test run has evoked a lot of interest and curiosity and we are in talks with several popular brands to help strategise their annual media campaigns,” he added.
According to Pathak, MAME was perfectly positioned to leverage its regional experience and keen insight into media consumption habits to help its clients introduce their products and services in a fast-growing market through effective communication strategies targeted at a global audience. It offers single-window media representation services at the local, regional and international levels covering both the electronic and print media.
MAME’s electronics division features electronic media window in the region for the Asian channels, offering complete end-to-end television solutions. It currently handles air time sales and media representation of NDTV Arabia, NDTV Imagine, Dawn News along with channels distributed through Pehla and Firstnet (ADD) bouquet such as Aaj TV, B4U Movies, B4U Music, NDTV 24X7, Jaya TV, Zone Reality and DLF IPL 2008 - ART Prime Sports - Inventory Management. The services include short codes, mobile streaming, interactive and moderator applications, as well as online advertising and Web inventory management.