Ishan Raina’s OOH venture readies to roll out in January 2007

Ishan Raina’s new, yet-to-be-named media venture, initiated in a strategic alliance with the Shanghai based Focus Media and funded by private equity player 3i, is undergoing consolidation.

Niloufer Dundh, vice-president, sales, Hungama TV, has joined the venture as chief sales officer. Dundh will oversee the all-India sales, strategies and business development aspects for the company.

Raghuraman Venkataraman has moved in from ESPN as head of media strategy. In another appointment, Yogesh Khare has been roped in as head of finance for the company. He was earlier at CNBC-TV18.

As reported earlier by agencyfaqs!, Raina’s new enterprise will provide an out-of-home television advertising platform with its network of flat-panel television screens located at various places.

The company will roll out about 2,500 LCD screens across the country in January 2007. Initially, the screens will be launched in places such as Mumbai, Delhi, Hyderabad and Bengaluru. These will be expanded to other areas as well if an advertiser has a presence in numerous places.

The key areas on which the company will focus are malls, supermarkets, commercial buildings, restaurants, high traffic junctions, etc.

Talking about making this medium the most influential touch-point in reaching out to a consumer, Dundh says, “The idea is to attract and communicate to the consumer at the time of purchase and at his leisure in an appealing way.”

© 2006 agencyfaqs!