Mid-Day Infomedia has launched its entertainment division, called ME. The core focus of the new division will be the effective utilisation of multiple media vehicles, including print, Web and mobile, to provide brands with consolidated entertainment marketing solutions.
Commenting on the setting up of ME, Manajit Ghoshal, managing director, Mid-Day Infomedia, says, "The launch of an entertainment division is a logical extension of our existing lines of businesses. The intent is to leverage on the strong relationship that Mid-Day enjoys with celebrities and a loyal set of advertisers."
The new division will bring together brands and celebrities to strengthen the product proposition. Thus, the division will focus on endorsements; product placements in films or TV shows in sync with the script and content genre; and branded promotional tie-ups with film production houses.
The focus will be on branded content to suit the needs of marketers, including celebrity appearances and speaking opportunities targeted at the corporate sector.
Borkakoty acknowledges the competition that exists in the entertainment business; but states that Mid-Day has an edge, as it enjoys an early-mover advantage from a media house and the organised sector perspective.
Vikram Kari, who joined Mid-Day Infomedia in August this year as general manager, Mid-Day Entertainment will also contribute to ME, as he enjoys an established set of relationships. He has earlier worked as head - commercial functions; exclusive agent to actor Saif Ali Khan in his previous organisation, Carving Dreams Entertainment.