Media Agency Middle East (MAME), the single window media and media-business consultancy provider, has secured the advertisement sales representation rights for NDTV Imagine, the MENA region’s first free-to-air family Hindi entertainment channel.
The channel, launched earlier this year in India, offers a wide variety of programming, ranging from light-hearted family soaps to period dramas, music-based shows and glamorous Bollywood events. NDTV Imagine is known for its innovative and insightful programming that spans genres and caters to audiences across all age-groups. The channel will be available on all free-to-air platforms through NileSat as well as on pay bouquets like Pehla, e-vision and Du.
Commenting on NDTV Imagine going live in the region, Mr. Bipin Pathak, CEO, MAME, said: “There is a pent-up demand for high quality entertainment among the expatriate population in the region, which comprises 10 million Asians, predominantly Indians, Pakistanis and Bangladeshis. Few entertainment avenues are available to meet the leisure needs of this significant and discerning stratum of society on Free – to – Air (FTA) platform. NDTV Imagine seeks to fill the gap by providing fresh and distinctive programming.”
Bipin Pathak underlined the fact that Asians are among the largest investors and consumers in the region, which is witnessing unprecedented growth and diversification. “NDTV Imagine provides the perfect platform to companies seeking to reach out to this burgeoning expatriate population. The channel’s test run has evoked a lot of interest and curiosity and we are in talks with several popular brands to help strategize their annual media campaigns,” he pointed out.
According to Mr. Pathak, MAME is perfectly positioned to leverage its regional experience and keen insight into media consumption habits to help its clients introduce their products and services in a fast-growing market through effective communication strategies targeted at a global audience. It offers single-window media representation services at the local, regional and international levels covering both the electronic and print media.
The Media Agency Middle East (MAME) electronics division features largest electronic media window in the region for the Asian channels, offering complete end-to-end television solutions. It presently handles air time sales and media representation of NDTV Arabia, NDTV Imagine, Dawn News along with channels distributed through Pehla and Firstnet (ADD) bouquet such as Aaj TV, B4U Movies, B4U Music, NDTV 24X7, Jaya TV, Zone Reality & DLF IPL 2008 – ART Prime Sports – Inventory Management. The services include short codes, mobile streaming, interactive and moderator applications, as well as online advertising and Web inventory management.
A single-window media business services provider, Media Agency Middle East (MAME) caters to an elite clientele of regional and global media brands, helping them introduce their products, services and offerings in a fast-growing market through synergized operations based on 10 years of research and experience in media consumption habits. The agency offers business consultancy to satellite channels, both free-to-air and DTH platforms, and publications. Its 360° solutions cover product introduction, packaging, distribution, content syndication and sub scri ption management. They also include the creative and media planning aspects, publishing support, viewership research and PR and event management.
Media Agency Middle East is a Percept company. With capitalized billings of about INR 2,000 crores (FY’08), Percept (entertainment, media and communications company), today, is at an enviable leadership position with a team of 1200 people and 62 offices in India and the Middle East.