Aidem to handle media sales for 24X7 Odia Satellite GEC 'Lakshyya Entertainment'

After Mi Marathi, Aidem Ventures wins another regional brand to handle their India sales. Lakshyya Entertaiment is Dreams Daru Bramha Productions' first and exclusive 24*7 Odia Satellite GEC. It is also the first channel in the history of Odia satellite media to have garnered 65 GRPs in the first week of its launch. It is the only FTA channel in the Odia GEC genre since its launch in September 2010. For a GEC channel, it provides a rather wholesome programming mix with a focus on on-ground events.

Commenting on the collaboration, Alok Rakshit, Head, Regional & Entertainment Business - Aidem Ventures, said, "Media agencies have, over the years, realized the importance of regional channels in focused targeting. Regional channels have now become a crucial element of media plans not just because of the cost advantage they provide, but also because of their regional focus. Aidem commands domain expertise in the regional GEC space and Odisha media is the next big thing now. Moreover, Lakshyya Entertainment is a single source of contemporary entertainment reflecting the local flavor of Odisha. It is widely accepted and appreciated by the Odia-speaking audiences. Our team is very well equipped to enhance the advertising potential of the channel and change the face of the market."

"Aidem has a strong foothold in the Media Sales space. Its eminent team of young, motivated professionals commands great trust among Indian advertisers. Lakshyya Entertainment is growing at a scorching pace since its launch. We are positive that Aidem will take it to greater lengths," said Rudra Pratap Mohanty, Director, Dreams Daru Bramha Productions.

The channel share of Odia GECs stood at 12.78% in 2011 (TAM, C&S 4+, Odisha). The overall GRPs have also gone up considerably. TV spends in Odisha have increased more than 5 times over the past 4 years. This is a big leap for a predominantly print-dominated market. The Odia Television market's advertising revenues were pegged at Rs. 70 Crores in 2011 and are poised to grow further (IRS Q3 2011). Odisha's media landscape is set to undergo a sea change with Television coming to the forefront