TV18 and Viacom18 today have formed a strategic joint venture called IndiaCast to create a multi-platform ‘Content Asset Monetization’ entity. IndiaCast, is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A+E NetworksITV18 and the Eenadu group, post completion of its acquisition by TV18.
Anuj Gandhi will be the Group Chief Executive Officer of IndiaCast, with Gaurav Gandhi as Chief Operating Officer of the entity.
With this move all content assets of the two media houses will be consolidated for monetisation across all media in India and abroad. The content of Eenadu Group is also proposed to be consolidated for distribution by IndiaCast post completion of its acquisition by TV18. IndiaCast has been created with the aim to consolidate the distribution functions of both media houses to, reach newer markets and increase operational efficiencies.
IndiaCast will distribute all the channels of the media houses - TV18, Viacom18, A+E Networks I TV18 & of Eenadu Group across all platforms, including Cable, DTH, IPTV, HITS and MMDS, and will offer a range of channels, from entertainment, kids, news, infotainment and music, to regional genres.
In addition to 26 channels of TV18, Viacom18 and Eenadu, IndiaCast will also distribute Sun Network Channels & Disney Channels in the Hindi Speaking Markets (HSMs)
In a prepared statement, Sai Kumar, Group Chief Executive Officer, Network18 & TV18, said, “The Indian distribution market is throwing up ample opportunities and we are uniquely poised to make the most of this proposed alliance in an increasingly digitized environment. We have entrusted this mandate with Anuj, who brings with him impeccable leadership and rich experience across various formats.” He further added, “Distribution is one of the high-growth areas in this industry and we’re excited to have a presence in this part of the business as well.”
Bob Bakish President and CEO of Viacom International Media Networks said, “As the Indian market continues to expand and evolve, the move to bring two media houses and proposed consolidation of Eenadu channels post acquisition into one distribution sales house presents an opportunity to accelerate our growth in the region, while increasing efficiencies of operation. We’re excited about the potential of IndiaCast and are looking forward to deepening our partnership with TV18 and Eenadu Group.”
Commenting on IndiaCast, Anuj Gandhi, Group CEO IndiaCast said,” "This is a momentous step forward and will create a paradigm shift in distribution and syndication. The new venture gives a clear impetus to digitalization. Also, it brings more channels and greater flexibility to consumers.” According to Anuj, “The Company will be the focal point not only for content and media distribution but also to drive the Content asset monetization business of TV18, Viacom18, A+E Networks I TV18 and Eenadu Group. The growth and way forward for media brands in the journey ahead is through Content Asset Monetization – taking content across geographies, platforms and mediums.”