Zee Telefilms appoints Cutting Edge Media

Cutting Edge Media, a media sales outfit based in Mumbai, which was launched a month ago by Rohinton Maloo, (co-founder of MediaScope Associates), is already hot property. It has bagged two large accounts, Zee English and Zee MGM channels from the Zee Telefilms stable and standalone channel Hallmark. Cutting Edge Media would be responsible for handling the ad-sales for these three channels.

Rohinton Maloo has experience in handling ad sales and marketing for satellite television channels for 10 years. His company MediaScope Associates had launched STAR TV in 1992 with Prime Sports being the first satellite channel launched by it. Later, it went on to launch MTV and BBC. Subsequently, MediaScope launched Turner Broadcasting in 1996 with CNN and Cartoon Network, followed by the launch of HBO.

As the managing director of Cutting Edge Media, Maloo, has the task of generating revenues for these ‘special content' channels. With regard to Zee MGM and Zee English, Cutting Edge Media will develop sales strategies and will drive the front-end ad-sales efforts too. "With our expertise in handling sales and promotions for international channels, we are sure that with this partnership, we shall create unique media opportunities and provide Zee Telefilms with a complete communication services," says Rohinton Maloo.

Cutting Edge Media will work at fixed percentages (read 15 per cent) of income with Zee. Since Cutting Edge Media is an independent media sales company, Zee also has an option to buy strategic equity stake in the company in the future. However, company officials feel it is too early to fix on the stake value.

For one, Partha Pratim Sinha, director, marketing, Zee Telefilms Ltd, is quite upbeat about the association, "This move is in line with the international trends. We cater to a critical mass and it is vital that we have the appropriate sales force that will consolidate our position and enable us to reach that crucial demographic. With the help of Cutting Edge Media, we will be able to come up with innovative business opportunities and can provide brands with specific communication solutions."

That fact that other international English channels, which are keen on entering the Indian market, are considering this one-month old company seriously suggests there is a market for English channels after all. "English channels are growing at the rate of 48 per cent. English movie channels are recording a fairly decent growth too. So there is tremendous opportunity in this segment," says Rohinton Maloo. © 2002 agencyfaqs!