MUMBAI: Dangal TV has appointed Aidem Ventures, the media consulting, marketing and advertising sales company as its advertising partner. Dangal TV is the leading regional channel that delivers content suited to the entertainment needs in the core Hindi speaking belt.

"Aidem has the necessary footprint across key advertiser markets, hence was our obvious choice. The advertising sales company also has its offices spread out in the key advertiser markets," says Dangal TV chairman and managing director Manish Singhal. Prior to Aidem, the channel concentrated more on BTL oriented promotional activities to garner more eyeballs. "In terms of distribution, we have established ourselves across the cow belt region," he adds.

The channels‘ immediate plan involves addressing the needs of its valuable advertiser who are targeting the cow belt region. "A substantial amount of investment will be made to create a buzz in the cow belt region and amidst trade media websites," says Singhal.

Dangal TV is also a 24 hours free-to-air entertainment channel, committed to offer a comprehensive viewing experience and caters to diverse demands of its viewers. The channel offers a strong mix of movies and serials in Bhojpuri as well as in Hindi. The continuous film entertainment element of the channel gives it a theatre-like feel thus making it the channel of choice for a vast majority of film enthusiasts.

The channel which was launched in 2009, within weeks of its launch, took on the number 1 position in the states of UP, Bihar and Jharkhand. "A robust programming strategy aided by strong distribution has helped us achieve the current status," opines Singhal.

"We at Dangal have a thorough understanding of the Hindi-speaking belt. That, along with our huge investment in acquiring Bhojpuri and Hindi content serves as a strong endorsement of our vision to create a new standard in the Bhojpuri entertainment space. We look forward to a continued association with Team Aidem to help us achieve better yield for the channel over the long term," says Singhal.

Regional channels accounted for approximately 27 per cent of total television viewership in 2012. "This is proportionate to the advertising market share the channels commanded during the same period. Advertising interest in regional markets is strong and broadcasters see immense potential for revenues from local advertisers who are willing to pay a premium to reach their targeted audience," informs Aidem Ventures director Vikas Khanchandani.

A staggering number of advertisers are now seeing the benefits of developing localized communications strategies using sponsorships, promotions and integrated branded content around regional TV. "It gives us immense pleasure to be associated with the market leader in the Bhojpuri genre and look forward to driving its vision," says Khanchandani.

Dangal TV has established a strong foothold in the Indian television industry which is evident from its availability across cable and leading DTH platforms including Dish TV, Videocon DTH, Airtel Digital TV and DD DTH. The channel boasts of a modern infrastructure to broadcast Digital Quality Signals promising exceptional clarity and reach, compatible with prevalent technology.

The detailed analysis of the UP market is as follows: