Cutting Edge to handle ad sales for Zee English and Zee MGM

MUMBAI: Zee Telefilms has appointed Cutting Edge Media to handle ad sales for Zee English and Zee MGM. Cutting Edge Media's brief is to develop sales strategies and drive front end ad sales for the channels. The broadcaster has an option to buy strategic equity stake in the company in the future.

Cutting Edge Media is a company floated by Rohinton Maloo who founded Mediascope Associates. Cutting Edge has entered into a five-year agency commission based agreement with Zee, Maloo told

Cutting Edge will be exclusively handling ad sales for television channels, says Maloo, and will therefore also have Hallmark Channel (currently managed by Mediascope), under its ambit alongside Zee MGM and Zee English.

Commenting on the alliance, director marketing ZTL Partha Pratim Sinha was quoted in an official release as saying: "This move is in line with the international trends where companies are entering into a pact with associates that cater to core competence especially for unique content channels. 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."

Maloo was quoted in the release as saying: "It is our privilege to be associated with Zee Telefilms. With our expertise in handling sales and promotions for international channels we are sure that with this partnership we shall create media opportunities and provide them with a complete communication service."

The revenue of Cutting Edge is linked to performance delivery. It will be a fixed percentage of the income it is able to generate for the broadcaster. Queried whether any campaign had been readied yet for the two Zee channels, Maloo would not offer any specifics, but said an announcement would be made within the next three days.

Mediascope launched Star TV a decade ago, with Prime Sports being the first satellite channel launched by it. BBC, MTV, CNN and Cartoon Network were all launched in India by Mediascope, the release says

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