Divya Radhakrishnan launches Helios to serve non-content needs of broadcasters, ropes in Bala Iyengar

13 Dec,2011

Divya Radhakrishnan

By A Correspondent


It’s now public. Divya Radhakrishnan, former TME president, has formed Helios Media Private Limited, an integrated ancillary service company for broadcasters. Helios, which was launched by Ms Radhakrishnan on November 1, has roped in Bala Iyengar as Business Director.


The vision of this company has been crafted on the premise that the growing number of TV channels, and a large list waiting to come into the country, are facing a key business challenge. While content is the primary scope of these channels, a lot of effort has to be invested in creating a robust ecosystem to run the business. This puts a lot of stress on the channel business head, resulting in dilution of focus from the key delivery, which is content. Also, proliferation will lead to further slicing of the revenue pie making the all-encompassing business model non-viable.


Helios Media has set up sales, marketing, research and traffic management verticals, offering services as a composite piece or as a stand-alone, based on the requirements of the broadcasters. It has offices covering the geographies of Mumbai, Delhi, Bangalore and Chennai.


Bala Iyengar

The need for such a platform is amplified with the fact that Helios has already signed up three channels/ groups at the outset. M Tunes is India’s First Bollywood Music Channel in HD. Music Express, the second music channel from the same stable, will have a combination of music, trailors, short filmy programming on current affairs and retro music.


Meanwhile, Helios Media is also the Asian arm of World Media Connect which markets Indian channels to the ethnic population based in US and UK. The channels under this portfolio are 6 channels of the Sun Network (Sun TV, KTV, Gemini TV, Udaya TV, Gemini Movies, Surya TV) and Punjjabi TV. Helios will be aligning with some more channels shortly.


With the above contracts already in place, Helios is in advanced stages of negotiations with four speciality channels coming into India.


Ms Radhakrishnan, who has been in the business of media management for the last 24 years, is the Managing Director of Helios Media. She has worked with leading advertising agencies like Publicis and Rediffusion Young & Rubicam. In her last assignment, Divya headed the Contact Practice at Rediffusion Y&R.


Mr Iyengar, who has 14 years of experience, leads the Sales and Content syndication function at Helios Media. He has held senior positions at The Times of India, Sony Entertainment Television, Star Network and MTV. In his last assignment, Bala was the Business Head of Zoom.

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