‘Strategic implementation crucial in media sales’

Fourth Dimension completes a year on Feb 9 & will break some big development news soon. CEO Shankar B shares some essentials of media sales marketing

e4m by Priyanka Nair
Updated: Feb 7, 2012 9:29 AM
‘Strategic implementation crucial in media sales’

Media sales outsourcing is a relatively new business model in the country. Fourth Dimension Media Solutions, which specialises in media and media-related sales outsourcing, is one of the early players in this space and is completing a year on February 9, 2012.

The agency currently has Tamil news channel Puthiya Thalaimurai TV, Puthiya Thalaimurai magazine, and Chennai Live FM station in its kitty. The agency has also done aggressive activation for Aircel in Chennai. Apart from this, Fourth Dimension will conceptualise and execute large format events and activations this year for E18, a division of Network18.

The agency, which started with a team of three people, now has 25 media sales professionals across three cities – Chennai, Mumbai and Delhi. The young company is beefing up its team across the country. The senior members of the team include A Thyagraj, Regional Head – West; Balakrishnan, Regional Head – South; Pradeesh Kumar, Regional Head – North and Suresh Rao, Head – West. The agency has recently hired Umesh, who will be in-charge of network sales across the three products.

Commenting on the opportunities of that media sales outsourcing has created, Shankar B, Chief Executive Officer, Fourth Dimension Media Solutions, said, “With Phase III of FM radio licencing, newer regional channels are mushrooming across the country. I think this space will grow bigger and better. Just understanding the brand will not work in our space, adding value to the brand and strategic implementation is essential. Marketing intelligence has to be the priority, along with providing accountability. Above all, what is needed is rich human resource to build this model of business flow smooth.”

Shankar, who will be relocating to Chennai in the next couple of months, shared that the agency would soon announce some big development.

Bharath Viswanathan, Chief Operating Officer, Fourth Dimension Media Solutions, remarked, “Our success should be credited to our team. It is due to our right mix of sales team that we have done really good work in the span of 12 months. We have people on board who have specialised media sales experience in all the three mediums – print, television and radio. Our model of business has worked best because of the talent that we have on board.”

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