Aidem Ventures appointed as the media representative for GET Punjabi

Aidem Ventures, India’s leading independent Media Consulting, Marketing and Advertising Sales Company, has been appointed as the media representative for GET Punjabi.
GET Punjabi is a new player in the Punjabi GEC space. Following the huge success of Punjjabi TV in US & Canada, GEE Info Media Pvt. Ltd. launched the channel as GET Punjabi in India in October 2011.
GET Punjabi is India’s first and only complete general entertainment channel available in Punjabi. It covers every programming genre spanning Drama, Comedy, Horror, News, Devotional, Films, Music, Cookery and Reality. GET Punjabi is available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP). It is distributed on digital and analog platforms, with an extensive reach of over 14 million C&S households in the region. It is also available on Hathway & Digi Cable in Delhi, Mumbai, Pune, Nasik and Aurangabad.
Announcing the appointment, Vikas Khanchandani, Director, Aidem Ventures said, “We, at Aidem intend to create an assortment of focused offerings that deliver a pan-India reach to our advertisers. With this deal coming through, we have expanded our footprint in the regional market with channels ranging from the Tamil Nadu’s Jaya TV, Jaya Max, Jaya Plus and J Movies; Odisha’s Lakshyya Entertainment; Mi Marathi and now GET Punjabi.”
Regional markets form a sizable portion of the total TV pie - after Hindi GECs, the regional GEC genre is the largest in terms of viewership. Key regional markets in India present a large population with higher-than-average incomes and consumption patterns. They have grown at a higher rate than the national market, registering a growth of 15 percent in 2011 [FICCI-KPMG Report 2012].
Advertiser interest in these markets has been rising. They appear to have been more insulated from the current economic slowdown than national channels, to some extent driven by local business segments such as jewelry in Kerala and textile in Tamil Nadu.
Alok Rakshit, head, broadcast business, regional and news, Aidem Ventures said, “We are pleased to have GET Punjabi on board, as it is a perfect fit in our regional TV channels bouquet. It will help shape our growth path for the next few years. The Punjabi-speaking population across Northern India is the target audience for many a brands. With Rs. 75 Crores riding on Punjabi entertainment genre, the growing trend is deemed to continue.”
During the first few years of the 21st century, barely 6-7 Punjabi films were produced every year. In contrast, around 17 films were released in 2011 and over 40 films are expected to release in 2012. Renowned production houses such as Eros International and BIG Pictures, which earlier produced only Hindi or South Indian films - are entering the Punjabi arena. Moreover, the Punjabi film industry that clocked revenues in the range of Rs. 3 to 5 Crores a movie; now crosses the Rs. 20 Crores mark for top movies. This goes to show that the audience is ready for Punjabi entertainment.
“We at GET Punjabi invest a lot of time and resources to reinvent our programming and cover every aspect of entertainment in order to connect with evolving viewer interests.  With Aidem’s thorough understanding of what drives profitability and cash flow and its market-oriented approach to business, we are confident that this collaboration will have a progressive bearing on our ROI.” Added Mr.Manish Vasisht, Executive Director/CEO, GEE Info Media Pvt. Ltd.

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