It is official. STAR India and NDTV Group have signed an agreement for the advertising sales function of the NDTV news channels – NDTV India, NDTV 24x7 and NDTV Profit. STAR India’s ad sales team will now handle the ad sales of these channels. It is understood that a five-year agreement has been signed, which can be extended based on mutual agreement. With this, STAR India gets complete commercial charge of NDTV channels. This is effective immediately.
Since its inception in the 24-hr news channels avatar in 2003, NDTV Group, across all its subsequent news and lifestyle offerings, worked with Raj Nayak-led NDTV Media for its ad sales function.
Even after Nayak altered his arrangement with NDTV to form Aidem Media in March 2010, NDTV continued with Aidem for its ad sales requisites. However, a year later, the relation is now understood to be over. NDTV and Aidem would soon be parting ways.
NDTV has initiated conversations with various organisations in context to its ad sales.
As is known, STAR India already handles the distribution function for NDTV. The sales arrangement means a complete commercial handover of NDTV channels to STAR India.
A senior industry observer had explained to exchange4media in an earlier conversation, “This cannot possibly mean revenues as such. Given STAR’s sheer size, sales commission would not make much of a difference to STAR India. What can be expected is a bigger relationship at a later stage.”