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IndiaCast assigns digital duties to Tangerine Digital

30-May-2013
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IndiaCast assigns digital duties to Tangerine Digital

IndiaCast Media Distribution, a strategic joint venture between TV18 and Viacom18, has appointed Tangerine Digital to manage the digital content of its flagship channels on digital platforms. Tangerine will be responsible for curating and packaging all Video on Demand (VOD) content in order to aid discovery for IndiaCast, while at the same time ensuring stringent turnaround time for publishing of episodic videos.

As a multi-platform content asset monetisation entity, IndiaCast is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A&E Networks, TV18 and the Eenadu group.

To take the relationship forward, Tangerine will bring its experience in content management and metadata services for the broadcast industry. The company will not only assist IndiaCast in its endeavour to increase operational efficiencies to consolidate its distribution functions of both media houses, but also support the distribution venture reach newer markets.Tangerine will capture, curate and publish episodic videos of six channels (including Colors channel) within 45 minutes of its premier on-air telecast in India. It also will create individual episodic videos of shows such as ‘Balika Vadhu’ and ‘Uttaran’, etc., of Colors, in addition to regional content from five of ETV’s bouquet of channels.

Commenting on the relationship with Tangerine, Anuj Gandhi, Group CEO, IndiaCast said, “Tangerine has been a very strong partner in growing our digital footprint. The team has always delivered successfully to our tight and aggressive schedules and has a rapid and effective response mechanism to meet dynamics of the digital environment. We are pleased to work with Tangerine and look forward to a long term fruitful association.”

Commenting on this latest venture, Kesavan Kanchi Kandadai, CEO, Tangerine Digital said, “The media distribution industry is currently witnessing a phenomenal revolution in the way media content is circulated and consumed. Increased bandwidth and easy access of Internet through tablets and smartphones is fueling exponential growth of online video consumption, in turn unlocking new channels in the way content is created, distributed and monetised. We at Tangerine are entirely focused on this evolving digital environment and will continue to pioneer new and creative ways to engage, entertain and inform audiences. We believe we have the capabilities and the focused strategic approach and expertise to add value to the brand IndiaCast.”

Tangerine Digital offers integrated services across content creation and management, including sports content, repurposing videos for VOD platforms and creating theme based text and video content across e-commerce, web, mobile and social media platforms. 

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