The existing joint-venture between Viacom and India’s Network-18 group has been restructured into IndiaCast which will now take care of distribution of the operation’s channels in India and overseas.
Anuj Ghandi will head up the 26-channel operation as CEO. The concept is that IndiaCast will create India’s first multi-channel, multi-platform ‘Content Asset Monetisation’ business, and oversee distribution onto cable, DTH, and other delivery mechanisms.
Anuj Gandhi said: “This is a momentous step forward and will create a paradigm shift in distribution and syndication. The new venture gives a clear impetus to digitalisation. Also, it brings more channels and greater flexibility to consumers. The Company will be the focal point not only for content and media distribution but also to drive the Content asset monetisation business of TV18, Viacom18, A+E Networks I TV18 and Eenadu Group. The growth and way forward for media brands in the journey ahead is through Content Asset Monetisation – taking content across geographies, platforms and mediums.”