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Amagi Media to handle local ad sales for UTV Action, IBN7

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | December 22, 2011
With this partnership, Amagi aims to tap into the key Hindi-speaking markets such as Delhi, UP, and Mumbai, for both clients.

Amagi Media, which specialises in local TV advertising, has been appointed to handle the local ad sales for UTV Action and IBN7.

The action and the new genre witness a highly male-centric dominance. And today, retail businesses also exhibit a strong affinity towards genres that represent the male TG (target group). News, as a genre, is also well-suited for advertisers targeting the hard-to-reach older male TG for specific categories such as real-estate and local SME brands such as cement.

Therefore, with this partnership, Amagi aims to tap into the key Hindi-speaking markets such as Delhi, Uttar Pradesh (UP), and Mumbai for both clients.

While for Amagi, UTV Action is an addition to the already existing channels from the UTV bouquet (UTV Bindass and UTV Movies), IBN7 will be the second news entity that has joined hands with Amagi. It already handles the local ad sales for the TV Today Network.

Says a company spokesperson, "IBN7 brings in a strong Hindi news channel to our portfolio, thereby strengthening our news offering, in addition to movies, music, lifestyle, and entertainment channels that we offer. It allows us to fill gaps in our offering, specifically in markets like UP and Delhi where there is a strong demand for a premium news channel."

According to industry experts, the local advertising market is an approximate Rs 4,500 crore market, and remains largely untapped by TV.

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