Aidem Ventures bags ad sales duties of Kasthuri TV

MUMBAI: Kasthuri, 24 hours Kannada entertainment channel, is all set for a brand refresh.

Last month, the channel, in order to improve the content, channel packaging, promotional strategy and the overall business, signed a business transfer agreement with White Horse Network Services. The channel, whose content was divided into 60 per cent entertainment and 40 per cent news content, will now shift its focus to pure entertainment. The team will soon unveil the content plan to offer a differentiated offering to viewers within the Kannada entertainment space. The overall content will be targeted to reach the holistic family audience.

While White Horse Network Services focuses on strengthening the channel’s position in the Kannada GEC space, it has mandated its ad sales duties to Aidem Ventures. The Aidem team will work closely with White Horse on the go-to-market strategy with the revised content offering.

 “We have devised a new content strategy for Kasthuri TV. Based on the research undertaken, the first course of action will be to fill in gaps within the current offerings by strengthening our weekday primetime programming by incorporating fiction and new format shows in the current lineup. We are set to launch five new programmes both - fiction and non-fiction, by end of this year. We have strengthened our movie library by acquiring 50 A-category titles this financial year.  Apart from this, we are set to launch premium reality shows on the lines of KBC & Bigg Boss by end of January 2015. Besides, this association with Aidem will broaden our client base thus giving us healthy revenues from pan India markets,” said White Horse Network Services CEO P Kailasam while speaking of the alliance.

“We are very excited about this partnership with Aidem. Their experience and track record in the Regional TV space, is best equipped to expand the horizon for the holistic growth of Kasthuri TV,” added White Horse Network Services business head GV Krishnamurthy.

“It gives us immense pleasure to be associated with Kasthuri TV. We are very excited with this mandate to enhance the advertising potential of the brand. With the White Horse team coming into the picture, we see a tremendous future for the channel. We feel that Kasthuri TV is looking up to some good times ahead,” said Aidem Ventures director Vikas Khanchandani.

“It is great to have yet another Regional GEC on board. Hindi & Regional GECs are key drivers of television viewership. Besides, advertising on Regional GECs is highly efficient due to their competitive advertising rates, richness of content, better cultural fit and better engagement,” added Aidem Ventures regional channels senior VP Alok Rakshit.

Latest Reads
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM
Arun Sharma elevated to COO for Delhi business at Initiative

Initiative, which is a full-service media agency from IPG Mediabrands, has promoted Arun Sharma to the role of chief operating officer for Delhi business.

MAM Media and Advertising People
Apple signs multi-year deal with Oprah Winfrey

MUMBAI: Remember the Oprah Winfrey show? The unstoppable business woman  behind the show has now signed a multi-year content partnership with technology company Apple. Winfrey will work with the iPhone maker to produce TV shows for its forthcoming streaming service. Winfrey is a renowned media...

MAM Marketing Brands
Hypercollective brings up an BBG's emotional short film on this Father's Day

The short film is created by Hyper Collective, an collaborative communication, technology and marketing company headed by KV Sridhar aka Pops.

MAM Media and Advertising AD Agencies
Dentsu Webchutney, Filpkart launch unique campaign with Instagram emoji slider feature

MUMBAI: Dentsu Webchutney, the multinational media and marketing communication company, has today launched a unique campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A-SlideShot on Filpkart. The emoji slider sticker on Stories, is another fun place where your...

MAM Media and Advertising Ad Campaigns
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories