MUMBAI: The Raj Nayak-promoted Aidem Ventures has bagged another client: the Anurradha Prasad-promoted BAG Films & Media. BAG has outsourced its entire ad sales function for its two channels News24 and E24, and 10 radio stations under Radio Dhamaal to Aidem.

The three channels operate under different BAG subsidiaries: E24 under BAG Glamour, News24 under BAG News Line and Radio Dhamaal under BAG Infotainment.Market estimates are that they generated ad sales revenues of Rs 480 million in the year ended 31 March 2010. 

Anurradha Prasad

Confirming the agreement between the two, Prasad said that BAG Films expects Aidem to write substantially higher ad revenues than 2010. Aidem director Vikas Khanchandani too confirmed the development, saying that he was confident that Prasad’s expectations would be met.

Aidem Venture handles ad sales for Sahara One, Filmy and Firangi, MSN, Mi Marathi, NDTV Profit, NDTV India, NDTV 24X7 and NDTV Good Times. Estimates are that Aidem would be billing close to Rs 5 billion annually for all these clients.

Prasad said that the most of ad sales team at BAG Films had been absorbed within Aidem Ventures. Director sales Sanjeev Kalia had been given additional responsibility and re-designated as director revenue at BAG Films. 

Raj Nayak

Adds Khanchandani: “We have been working on generating higher efficiencies from BAG Films’ ad sales operations, streamlining process and the endeavour is to take ad rates up too. We are also consulting them on other fronts too as we have our own experience in the news space from the sales perspective over the past several years.”

He added that BAG was going to invest in distribution to ensure better availability of the channel. “With all this in place, we are confident we will do well,” he said.

Overall BAG Films reported a total income of Rs 607 million in the year ended 31 March 2009 with a profit after tax of Rs 15 million.

The BAG Films share closed at Rs 15.75 on the BSE on late Friday.