United Mediaworks-K Sera Sera merger to fuel growth in in-cinema advertising

18 Dec,2015

By A Correspondent


With the decision to have K Sera Sera (KSS) Digital Cinema Private Limited and United MediaWorks (UMW) joining hands and becoming the the third largest digital cinema player in the country, in-cinema advertising as well as using multiplexes real estate for promoting products and services are poised for faster growth.


Ashish Bhandari

The two companies have decided to integrate their full operations and technology and use their combined energies to develop and consolidate their market position. Post the merger across content, technology and operations, the new venture will serve their existing 600 digital cinema theaters across the country. KSS’s Satish Panchariya will be Chairman of the new company and UMW’s Ashish Bhandari will be Managing Director.


Both companies plan to invest Rs 100 crore over the next two to three years to fuel expansion plans. This investment will be used to build state-of-art and scalable digital cinema technology and on ground servicing, while assisting in digital content security and distribution of the films. Over the next two years, the joint venture is aiming to capture 25 percent market share with presence in 2000 screens across India.


As part of their growth strategy, the two companies aim at reaching out to advertisers, targeting both, national and regional players and offer them pan-India reach.


United Mediaworks has a strong presence in Bihar, Jharkhand, UP, Gujarat, West Bengal and Karnataka. Whereas K Sera Sera is present in the entire Hindi belt including Delhi, UP, Punjab, Haryana, Uttarakhand, Gujarat, Maharashtra, Himachal Pradesh, Chattisgarh, Madhya Pradesh and Andhra Pradesh.Going forward the new venture will look at capturing more markets across southern and eastern India.


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