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iTV Network in strategic alliance with Trilogic Digital for entertainment TV network

MUMBAI: Kartikeya Sharma’s iTV
Network, which owns and operates six
news channels including NewsX in
English and India News in Hindi, is
looking to build a non-news TV
network in parallel.
For the same, the company has
entered into a long-term strategic
partnership with BSE-listed Trilogic
Digital Media Ltd (TDML), a broadcast
management and audiovisual content
syndication company with interests
spanning the spectrum of TV and
digital media business.
As per the deal, TDML will look after
the operations, including
programming, marketing, distribution
and monetisation of the soon-to-be-
launched regional entertainment
channels from iTV Network apart from
recently launched ultra-high
definition (UHD) channel Insight, for
which iTV Network is a partner in
TDML will bring to the table a Hindi
general entertainment channel
(Sahara One), a Hindi movie channel
(Filmy), and fashion and lifestyle
channel (FTV). The upcoming launches
from the group, a Bhojpuri
entertainment channel called Phulwaa
(next fiscal) and a travel channel with
India focus will also be part of the
alliance, TDML MD Vishal Gurnani told
“We signed the strategic alliance with
iTV Network earlier this month. We
will launch and operate the non-news
channels and will also distribute the
news channels under iTV Network,”
Gurnani added.
When asked if iTV would take an
equity stake in the company, Gurnani
clarified that currently it is a ‘long-
term strategic alliance’ and anything
is possible.
“There are four big broadcasting
networks in our country. In the next
five years, by 2020, we would like to
be the fifth one. We have the
expertise of broadcast management
and iTV brings great financial muscle
and infrastructure. It is a perfect
marriage,” Gurnani opined.
Incidentally, iTV network is also
looking at entering the regional
entertainment space.
TelevisionPost.com was the first to
report that after news, the work
would launch an Assamese-language
general entertainment channel,
tentatively named ITV Hi Life and a
Haryanvi entertainment channel,
likely to be named ITV AND.
“It is an alignment where TDML will
look after our entertainment
channels business, while we focus on
the news genre. We are looking at it
as a long-term alliance,” iTV Network
director and group CFO Arun Aggarwal
Gurnani, who founded TDML along with
Kamlesh Bhanushali (chairman of the
company), said that the alliance would
make significant investments in the
existing as well as upcoming channels.
“We are looking at an entertainment
network with a GEC, a Hindi movie
channel, a lifestyle channel, regional
channels and a 4K channel. The
investments are going to be
significant as we have ambitious
plans,” he said.
However, when asked about his plans
to grow Sahara One and Filmy, he said
that the company had been running
the channels for over two years now
for a small annual fee. “We have a
long-term bulk airtime purchase and
distribution agreement (BAPADA) with
Sahara and are taking care of the
programming, sales, marketing and
distribution of the channels. We are
soon going to invest in Filmy, which
enjoys brand equity but currently
running on a library catalogue,”
Gurnani claimed. “We will start
investing in content for both the
channels. FTV anyway is No. 1 in the
lifestyle genre.”
Partnership for iConcert
To expand the bouquet, the alliance
has entered into a partnership with
broadcast industry veteran Yogesh
Radhakrishnan. Together, they will
launch iConcert, an international live
concert channel.
Radhakrishnan has been working on
the idea for some time now, and the
channel will be launched in
cooperation with the iTV-TDML
alliance by the end of this year.
Gurnani also confirmed that TDML is in
talks to acquire a Hindi music channel.

iTV Network in strategic alliance with Trilogic Digital for entertainment TV network

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