Aidem Ventures to handle ad sales for Jaya TV Network

The Jaya TV Network comprises Jaya TV, Jaya Max, Jaya Plus and J Movies.

K P Sunil, vice-president, Jaya TV Network says that national brands are increasingly adopting regional media platforms to reach prospective clients. "Therefore, this is the perfect time for us to expand our sales operations in a big way, to geographies beyond Tamil Nadu. Most of the major advertisers are based in advertising and commercial hubs like Bengaluru, Delhi and Mumbai."

"We are looking at Aidem to complement our growth strategy with its established network and relationship across clients and agencies pan India. This partnership promises to broaden our current client base and facilitate a healthy revenue stream for the Jaya TV Network," he adds.

According to a FICCI 2012 study, India's regional television industry witnessed 70 per cent growth in 2011, as compared to the national growth, which was an approximate 12 per cent. The numbers clearly suggest that the growth in the industry is coming from the regional markets.

The network adds that the regional channels currently account for approximately 33 per cent of all India C&S 4+ television viewership; and therefore, every advertiser is trying to strengthen his foothold in the regional markets to ensure pan India presence.

"Aidem is well equipped and geared to bridge the gap between the regional and national advertisers. We are optimistic that regional will be the new national and it is a strategic business decision on our part to make our foray in this market. There's no denying that exciting times are in store for regional TV channels and we are looking forward to this business assignment," says Vikas Khanchandani, director, Aidem Ventures.

Discussing the southern media market in India, Alok Rakshit, head, broadcast business, regional and news, Aidem Ventures says that the market comprises various uni-lingual sub-markets, which helps the local broadcasters in terms of viewership, subscription profit, advertising revenue and building overall consumer loyalty for their channels.

"It forms a sizeable portion of the total television pie in India, after the Hindi general entertainment channels category. Among the sub-markets, the Tamil genre commands the largest share in viewership. What is good news for the players in this market is the fact that the industry is now also backed by the presence of national advertisers who concede that the regional television industry is the best possible platform for them to connect with the local consumers," he further adds.