MUMBAI: Media consulting, marketing and advertising sales company Aidem Ventures will be handling the advertising sales duties for Tamil television Jaya TV Network for the next three years.

The network, which consists of a clutch of channels including Jaya TV, Jaya Max, Jaya Plus and J Movies, feels that this is the perfect time for it to expand its sales operations beyond Tamil Nadu.

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

Aidem Ventures head broadcast business-regional and news Alok Rakshit said, "The (southern) 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, Tamil genre commands the largest share in viewership."

Aidem Ventures director Vikas Khanchnadani said, "With the regional channels accounting for approximately 33 per cent of all India CS 4+ television viewership, every advertiser is trying to better their foothold in the regional markets to ensure they enjoy 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 out 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."