After Endemol India, CA Media announced its investment in Only Much Louder (OML)!

Its only yesterday, Adgully reported that CA Media, the Asian investment arm of The Chernin Group (TCG), and Endemol, the world's largest independent television producer, announced the formation of a strategic alliance in which CA Media has acquired a 49% stake in Endemol India. CA Media and Endemol's strategy is to build Endemol India into the leading and most valuable content production company in India across television, film and digital content. Deepak Dhar who has been Managing Director of Endemol India since 2007 will continue to lead the company and is promoted to CEO. [FOR DETAILED STORY, CLICK HERE]

Before this news could settele down, CA Media announced its investment in Only Much Louder (OML), a music, live events and youth media company in India.

CA Media has made this investment alongside Zodius, an investor and operator of digital media, commerce and services companies that develops market defining companies in the "new" digital India.

Only Much Louder operates at the intersection of three key elements - alternative culture, youth and brands. It focuses on reaching the youth market in India through high quality entertainment properties including music festivals, television and web-based content.

OML started as an artist management firm in 2002 and has now expanded its operations to include a large-format music festivals division, a full-fledged production house, a digital wing and an expansive artist management and bookings enterprise. OML works with various brands in the country in conceptualising and executing their marketing and branding strategies aimed at the youth segment.

CA Media CEO Paul Aiello said, "Our investment in OML represents one end of the spectrum of our investment plans in India ' that of identifying and backing talented people in virgin domains, with sustainable as well as scalable business models. OML is in an exciting domain and we foresee great potential ahead."

CA Media India CEO Rajesh Kamat commented, "OML operates in a category that's nascent right now, but holds immense potential in time to come. With over 65% of Indian population under 35 years of age, we're extremely bullish about the value that OML can unlock in this segment." He added, "Our expertise in traditional media coupled with the Zodius team's skills and experience in the digital space will drive OML's future growth."

Through this investment and management support, CA Media and Zodius plan to assist OML in scaling up its operations, to achieve true scale, over the next few years.

Neeraj Bhargava, Zodius, commented, "Vijay and his team at OML not only create exceptional media platforms for their clients but they also execute flawlessly. We are delighted to partner with the OML team and CA Media to build the market leading company targeting youth entertainment."

Vijay Nair, Founder and CEO, OML Entertainment, commented, "Over the last decade, we have grown from being an artist management company to building several successful franchises across content platforms centred around live music and alternative culture. This investment marks a new phase in the evolution of OML where we will be focussing not only on live on-ground properties, but actively looking at amplifying them through television and digital media. CA Media and Zodius are the right partners to guide us and work with us on strategically scaling up OML and build it to its true potential. "