Social Media India’s online media exchange to kick-start by April

Social Media India Ltd, the company that runs the youth community portal, BharatStudent.com, and the online ad network, Axill, is planning to launch an online media exchange that will serve as an online platform for the buying and selling of ad inventory on media platforms, including television.

Speaking to agencyfaqs!, Sujith Kumar, business head, Social Media India Ltd (SMIL), says, “We already have an online ad network and now we will move into television and, then maybe, outdoor and other media. TV has a bigger advertising price.” Kumar declined to share the business plan and other details of the online media exchange, which will be announced by April 2008.

The company has already struck a partnership deal with Isaiaruvi TV, a Tamil music channel. Isaiaruvi TV is owned by the South Indian broadcasting network, Kalaignar TV, and went live on February 22 in Chennai. Under the partnership, SMIL will monetise and position Isaiaruvi TV as a media platform and get advertisers for the music channel.

SMIL has another client on board for its soon to be launched online media exchange, says Kumar. Its corporate website states it as the official media selling agency for TV5, a 24 hour Telugu news channel.

Citing the reason for the tie-up with the Tamil music channel, Kumar says, “Tamil ad expenditure is huge at present. The market is growing, channels are coming and all FMCG brands are coming here, the ad pie is increasing, so it’s a prime space for us to be in.”

Social Media India Ltd is a subsidiary of the global Internet technology company, NorthGate Technologies. BharatStudent.com has three million registered users, while Axill has 700 online publishers as its network partners, according to Kumar. Axill started operations in India in April 2007.