Sun 18 South restricted to Tamil Nadu; Network 18 Group launches IndiaCast for rest of India

IndiaCast will represent all Network 18, Sun Network, A+E Networks I TV18, Eenadu group and Disney channels for cable distribution in rest of India except Tamil Nadu where Sun 18 South will continue to be operational.

In a bid to drive domestic and international channel distribution, placement services and content syndication, TV18 and Viacom18 have come together to form a new strategic joint venture.

Christened IndiaCast, the joint venture will be utilised as a multi-platform 'content asset monetisation' entity for TV18, Viacom18, A+E Networks I TV18, Sun Group and the Eenadu group.

Consequently, with this move, all content assets of the two media houses, namely TV18 and Viacom18 Eenadu Group will be consolidated for distribution by IndiaCast in India and abroad; the Eenadu group channels will also join the fray post completion of its acquisition by TV18.

IndiaCast will distribute the channels across platforms including cable, DTH (direct to home), IPTV (Internet Protocol television), HITS (Head end in the Sky) and MMDS (Multichannel Multipoint Distribution Service).

Interestingly, IndiaCast stands in direct conflict with Sun18. When quizzed about the Network18 Group's arrangement with the Sun Network, the Network18 spokesperson tells afaqs!, "As regards the arrangement with Sun, IndiaCast will continue to represent Sun Network and Disney Channels for cable distribution in the rest of India except Tamil Nadu, where Sun 18 South will continue to be operational."

Anuj Gandhi will be the group chief executive officer of IndiaCast, while Gaurav Gandhi will be the chief operating officer of the new entity.

Commenting on IndiaCast, Gandhi says in an official statement, "The company will be the focal point not only for content and media distribution but also to drive the content asset monetisation business of all the channels. The growth and way forward for media brands in the journey ahead is through content asset monetisation - taking content across geographies, platforms and media."

For the record, the Network18 Group and Sun Network formed a strategic alliance in July, 2010 to launch the distribution venture, Sun18. The alliance's bouquet comprised Viacom18 channels, Network18 channels, Disney channels and 20 Sun Network channels.

As a part of the strategic alliance, the business was structured uniquely, whereby two new companies were formed - Sun18 Media Services North Co. and Sun18 Media Services South Co. While Sun18 South was to manage the South India market (non Hindi-speaking markets) and would be operated by the Sun Network, Sun18 North would manage the rest of India markets and be operated by the Network18 Group.