Aidem Ventures bags sales duties of Oriya GEC Lakshyya Entertainment

MUMBAI: After bagging Mi Marathi, Aidem Ventures has won the India sales account of Oriya general entertainment channel Lakshyya Entertaiment.

The free-to-air channel is the first from Dreams Daru Bramha Productions and claims to have garnered 65 GRPs in the first week of its launch in September 2010. The channel provides wholesome programming and has a deep focus on on-ground events.

Said Aidem Ventures head, regional and entertainment business Alok Rakshit, "Media agencies have, over the years, realised the importance of regional channels in focused targeting. Regional channels have now become a crucial element of media plans not just because of the cost advantage they provide, but also because of their regional focus. Aidem commands domain expertise in the regional GEC space and Odisha media is the next big thing now. Our team is very well equipped to enhance the advertising potential of the channel and change the face of the market."

TV spends in Odisha have increased more than 5 times over the past 4 years, a big leap for a predominantly print-dominated market. The size of the market is pegged at Rs 700 million and is poised to grow further, said an official statement from Aidem Ventures.

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