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Zee Cinema partners Amagi to offer geo-targeted TV ads

MUMBAI: Zee Cinema has tied up with Amagi Media Labs to offer geo-targeted advertising.

The deal gives the Hindi move channel access to over 158,600,000 viewers and coverage across 16 markets where Amagi has the capability to deliver geo-targeted content.

The 16 markets are: Delhi-NCR, Uttar Pradesh, Punjab, Rajasthan, Gujarat, Bihar, Jharkhand, West Bengal, North-east, Jammu & Kashmir, Mumbai, Rest of Maharashtra, Madhya Pradesh and Chhatisgarh (MPCG), Bangalore, Hyderabad, and All India- DTH.

Amagi already offers services to Zee TV, Zee Marathi, Zee Kannada and Zee Bangla (for Bangladesh) from the stable of Zee Entertainment Enterprises Ltd. It also has Zee News, the Hindi news channel housed under Zee Media Corp Ltd (ZMCL), on its platform.

Amagi said that in a diverse market such as India its platform offers advertisers the benefits of targeted reach and increased relevance in key markets. Advertisers can use Amagi’s platform to market region-specific products, communicate regional offers and promotions, and to increase share of voice in target markets.

ZEEL chief sales officer Ashish Sehgal said, “We are confident of the value that Amagi’s platform offers our advertisers. Geo-targeted TV ads will add greater direction and specificity to media planning, especially in the Indian market. Our partnership with Amagi will significantly boost our efforts to offer greater ROI to advertisers.”

Amagi co-founder KA Srinivasan added, “We are extremely pleased to announce the launch of geo-targeted TV ads for Zee Cinema. We feel there is tremendous scope for the growth of geo-targeted TV ads in a country as varied as India. It is our endeavour to be India’s central advertising platform that offers advertisers a reliable and cost-effective solution to TV advertising. The addition of Zee Cinema to our bouquet of channels is a step forward in this direction.”

Amagi claims that more than 30 of the country’s top 50 advertisers leverage Amagi’s geo-targeting platform to target their ads to specific audiences. This trend highlights the growing appetite for targeted TV advertising.

Amagi works with over 2,500 advertisers and its client list includes brands such as P&G, HUL, Wipro, ITC, Dabur and Britannia.