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.
While NDTV has already initiated conversations with various organisations in context to its ad sales, the company has as yet not signed an ad sales partner. One of the companies in dialogue with NDTV is STAR India and according to industry sources, STAR is the lead name in joining hands with NDTV for its advertising function.
As is known, STAR India already handles the distribution function for NDTV. If a sales arrangement had to be arrived at, it would mean a complete commercial handover of NDTV channels to STAR India. From a STAR viewpoint, the partnership would be more about an association with NDTV for now.
A senior industry observer explained, “It could possibly not 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 however is a bigger relation at a later stage, if this deal has to go through now.”
The decision on this is expected to be announced soon. Neither of the companies has given any comments on the development yet.