Aidem Ventures adds BAG Network to its kitty

By Sapna Nair , afaqs!, Mumbai | In Media Planning & Buying | May 17, 2010
Aidem will now represent the entire portfolio of channels and radio stations in the BAG stable

Raj Nayak's Aidem Ventures has added BAG Network to its portfolio. The network's news channel, News 24, entertainment channel E 24 and the 10 radio stations under the Radio Dhamaal network will be handled by Aidem.

Aidem has been in conversation with BAG for a while. It came on board officially since May 15.

& #BANNER1 & #Aidem will handle ad sales and monetisation for all brands under BAG Network. "It will be a constant interaction and we will keep evolving solutions. Since we have worked with other news brands for a long time, we can figure out what needs to be done with regards to the programming for the channels. We will provide our efficient traffic system, which has been built over a long period of time," says Vikas Khanchandani, director, Aidem Ventures.

To begin with, advertising sales is what Aidem will take charge of completely.

This is the first radio client of Aidem's. "Yes it is. When we first partnered with MSN four and a half years ago, we did not have digital business in our portfolio either. What we understood was our client and how the business works," says a confident Khanchandani.

He believes that there is a humungous opportunity to consolidate as far as the radio business is concerned because there are a lot of independent players. "The idea is to eventually pool lots of stations together and provide a larger bouquet," he adds.

Aidem is already in conversation with a few other clients across media. While television broadcasters will continue to be its bread and butter, it plans to add different forms of unconventional media in the basket, too.