IndiaCast appoints Tangerine Digital for digital content management

31 May,2013

By A Correspondent

 

IndiaCast Media Distribution, a joint venture of TV18 and Viacom18 has appointed Tangerine Digital Pvt Ltd, digital content management agency to manage the digital content of their flagship channels on digital platforms. As India’s first multi-platform ‘Content Asset Monetization’ entity, IndiaCast is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A&E Networks, TV18 and the Eenadu group. Tangerine will be responsible for curating and packaging all Video on Demand (VOD) content in order to aid discovery for IndiaCast while at the same time, ensuring stringent turnaround time for publishing of episodic videos.

 

Tangerine will bring its experience in content management and metadata services for the broadcast industry. They will not only assist IndiaCast in its endeavour to increase operational efficiencies to consolidate their distribution functions of both media houses but also support the distribution venture reach newer markets. Tangerine will capture, curate and publish episodic videos of six channels (including Colors TV) within 45 minutes of its premier on-air telecast in India. It also will create individual episodic videos of shows like Balika Vadhu and Uttaran etc of Colors in addition to regional content from five of ETV’s bouquet of channels.

 

Anuj Gandhi

Commenting on the relationship with Tangerine, Anuj Gandhi, Group CEO, IndiaCast said, “Tangerine has been a very strong partner in growing our digital footprint. The team has always delivered successfully to our tight and aggressive schedules and has a rapid and effective response mechanism to meet dynamics of the digital environment. We are pleased to work with Tangerine and look forward to a long term fruitful association.”

 

Kesavan Kanchi Kandadai, CEO, Tangerine Digital Pvt Ltd, said, “The media distribution industry is currently witnessing a phenomenal revolution in the way media content is circulated and consumed. Increased bandwidth and easy access of Internet through tablets and smartphones is fuelling exponential growth of online video consumption, in turn unlocking new channels in the way content is created, distributed and monetized. We at Tangerine are entirely focused on this evolving digital environment and will continue to pioneer new and creative ways to engage, entertain and inform audiences. We believe we have the capabilities and the focused strategic approach and expertise to add value to the brand IndiaCast.”

 

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