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SB Multimedia launches IBC 24; contract with Zee dissolved

01-April-2013
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SB Multimedia launches IBC 24; contract with Zee dissolved

The contract between SB Multimedia and Zee for Zee 24 Ghante Chhattisgarh has come to an end after a partnership of four and a half years. Meanwhile, SB Multimedia has launched IBC 24, which is slated to go on air from April 1, 2013. On the other hand, Zee Group is entering Madhya Pradesh with a new channel, which will cover Chhattisgarh as well.

Talking to exchange4media, Anurag Agarwal, VP, Corporate Sales, SB Multimedia said, “Zee 24 Ghante Chhattisgarh was launched on October 1, 2008. The time has come to grow organically and expand to newer market as well as consolidate our position. We want to grow in terms of reach in the regional market and hence, the management came to up with own channel, IBC 24.”

He feels that the organisation is well-known enough in the market and hence, it won’t be difficult for viewers to get attached to the new channel. The main aim is to consolidate the brand and communicate with the viewers, Agarwal added.

Commenting on the thought process behind the name Indian Broadcast Company (IBC), he said, “We have come up with a name which does not restrict us to being a channel just in Chhattisgarh. The primary objective is to move beyond with one state and add other states to our bouquet.”

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