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Zee Unimedia, a three-month-old subsidiary of Subhash Chandra-led Zee Entertainment Enterprise Ltd, will not only look after the ad sales functions of its own television and media entities, but is also scouting to manage the portfolio for other media houses in the long run.
The company said it has already bagged the ad sales management of lifestyle channel Living Foodz, which was being managed by Helios Media since the channel’s inception. Next, the company is looking to manage the ad function of its digital platform, too.
It also handles the ad sales functions of Ten Sports, DNA and ZMCL. “Advertisers are looking for a one-stop shop for all their sales needs. The strategic intent behind launching Unimedia is to connect with the business fraternity and optimise on both costs and resources,” Ashish Sehgal, COO, Zee Unimedia, told BusinessLine.
Zee Unimedia will oversee the ad sales revenue monetisation and other revenue opportunities for the group across entertainment, news and print verticals.
Zee runs a clutch of national and regional entertainment channel, besides English news daily DNA and its digital platforms dittoTV and OZEE.
In April, the company’s board approved the formation of Unimedia, which would work as a canvassing agent for the company to provide an integrated solution to media buyers.
Sehgal said the long-term goal of the company is to provide integrated services to other broadcasters and media houses. “Our first priority is to consolidate our business in-house. We are also looking at opportunities to monetise this vertical by offering services to other players in the industry,” Sehgal said, adding that by creating a marketplace like this, the company will be able to gauge advertiser needs and provide localised solutions. The company said it will offer customised solutions and data analytics.
Currently, a bulk of ad sales for channels are undertaken by players such as Helios Media and Aidem Ventures.
Asked if the company is planning to go international with Unimedia, Seghal said it is evaluating opportunities. He did not specify the revenue the company is eyeing from the vertical.
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