Aidem Ventures partners with Lakshyya Entertainment

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | April 18, 2012
Launched in September 2010, Lakshyya Entertainment is a 24X7 Odia satellite free-to-air (FTA) channel. With the new partner on board, Aidem expects about 30-40 per cent annual growth in the revenues of the channel.

Aidem Ventures, an independent media consulting, marketing and advertising sales company, has been appointed as the media sales representative for Lakshyya Entertainment, an Odia general entertainment channel (GEC).

Aidem also handles the sales for another regional brand, Mi Marathi. It may be recalled that Aidem acquired the advertising sales mandate for earlier this year.

Alok Rakshit

Alok Rakshit, head, regional and entertainment business, Aidem Ventures, says, "Advertisers generally concentrate more on the print and outdoor platforms, while regional TV media remains an under-served market. Now, various companies are exploring the potential of regional channels. Regional channels have now become a crucial element of media plans, not just because of the cost advantage they provide, but also because of their regional focus. Aidem commands domain expertise in the regional GEC space and Odisha media is the next big thing now.

"Moreover, Lakshyya Entertainment is a single source of contemporary entertainment reflecting the local flavour of Odisha. Our team is very well equipped to enhance the advertising potential of the channel and change the face of the market."

As per market sources, the total size of the Odia television ad market is about Rs 35-40 crore. Launched in September 2010, Lakshyya Entertainment is a 24X7 satellite free-to-air (FTA) Odia channel. With the new partner on-board, the channel is expected to increase the revenues by 30-40 per cent annually. The deal between the two partners is a commission-based one.

Rudra Pratap Mohanty, director, Dreams Daru Bramha Productions, says, "Aidem has a strong foothold in the media sales space. Lakshyya Entertainment is growing at a scorching pace since its launch. We are positive that Aidem will take it to greater lengths."

For the records, the channel share of Odia GECs stood at 12.78 per cent in 2011 (TAM, C&S 4+, Odisha). TV spends in Odisha have increased more than five times over the past four years. This is a big leap for a predominantly print-dominated market. Odisha's media landscape is set to undergo a sea change, with television coming to the forefront.

Dreams Daru Bramha Productions is a collaboration of Darubramha Productions and Dreams Digital Network. It is also a content provider to some of the leading satellite channels in Odisha. Lakshyya Entertainment, the first and exclusive 24X7 Odia satellite GEC from the Dreams Daru Bramha Productions stable, claims strategic ownership of more than 1,000 movie titles.

Meanwhile, Aidem is also the exclusive media representative for Mi Marathi, Live India, Sahara One, Sahara Filmy, Microsoft Advertising,, KBS World, Al Jazeera English (AJE) and other Al Jazeera channels such as Al Jazeera Arabic, Al Jazeera Documentary and Al Jazeera Mobasher.

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