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Aidem Ventures to handle ad sales of Kasthuri TV

MUMBAI: White Horse Network Services has assigned the ad sales duties of Kannada television channel Kasthuri TV to Aidem Ventures.

Launched on 26 September 2007, Kasthuri TV is owned by Kasthuri Media Private Limited and is undergoing a brand refresh.

In November, Kasthuri TV signed a business transfer agreement with White Horse Network Services. Plan is afoot to improve the content, packaging, promotional strategy and revenues of the channel.

White Horse Network Services CEO P Kailasam said, “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 line-up. Besides, this association with Aidem will broaden our client base thus giving us healthy revenues from pan India markets.”

The channel previously carried 60 per cent entertainment and 40 per cent news content. The focus has now shifted to pure entertainment. The team will soon unveil the content plan to offer differentiated content to viewers within the Kannada entertainment space.

The Aidem team will work closely with White Horse under their supervision on the go-to-market strategy with the revised content offering.

Aidem Ventures director Vikas Khanchandani added, “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.”

The channel is set to launch five new programmes in fiction and non-fiction by the end of this year. It has also strengthened its movie library by acquiring 50 A-category titles this financial year. In addition, they will also launch premium reality shows on the lines of ‘KBC’ and ‘Bigg Boss’ by the end of January 2015.

White Horse Network Services business head GV Krishnamurthy said, “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.”

Aidem Ventures SVP regional channels Alok Rakshit added, “It is great to have yet another regional GEC on board. Hindi and 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.”