IMD enters India through eBUS-Aidem Media Network

eBus-Aidem Media Network is now a wholly owned subsidiary of IMD, while the offering of the company remains the same. With this, the television commercials of Indian brands will be easily available on the global platform and vice-versa.

The UK-based, 15 year old media logistics company, IMD, has bought over the eBus-Aidem joint venture in India. This is the company's first movement into India; it is already present in other countries such as France, Ireland, Germany, Austria and Switzerland.

Formed in late 2010, the eBus-Aidem joint venture (JV) offers a complete solution for digital distribution and management of television commercials (TVCs) to advertisers, agencies, media owners, content producers and broadcasters.

The European company, IMD too deals in campaign data exchange for audiovisual advertising.

Simon Cox, CEO, IMD, says, "The reason of choosing eBus was that it's territorially complementary, and it's very focused on TV ad delivery."

eBUS, the Singapore-based media company, already has full coverage of Singapore, Australia, New Zealand and India (following its JV with Aidem Ventures). The JV that started with about 90 broadcasters is currently in partnership with more than 250 broadcasters and 200 advertisers for the digital distribution and management of TVCs.

Carmine Masiello, CEO, eBus says that IMD's investment in eBUS will speed up the company's expansion in the Asia Pacific region.

For the record, IMD has built a global media network and the company, along with its partners, has operations covering more than 100 countries.

The partnership will enable ad films for Indian brands to be available easily for global channels, and vice-versa. Brands and categories which could leverage this global distribution opportunity are the state tourism departments or brands like basmati rice and Indian spices, which have export interest in regions such as West Asia.

IMD now deals with distribution of television commercials as well as content on the channels; for example, the feed that is telecast on MTV, South Africa comes from London, through the IMD platform.

Vikas Khanchandani, director, Aidem Ventures, says, "eBUS already has a pan-India presence; with IMD's support, this coverage is set to grow wider and faster. This acquisition of eBUS by IMD will help us scale up our operations in accordance with this dynamic broadcast industry and constantly innovate to keep pace with the same."

Kaushal Dalal, executive vice-president, Aidem Ventures says that the strategic partnership will enhance the way that Aidem works with eBUS, and allow IMD and Aidem to work together, more broadly.

Aidem is an independent advertising sales company which offers consulting and marketing services, having connections with over 3,000 advertisers across India. It is also the exclusive media representative for channels such as Mi Marathi, Live India, Sahara One, Sahara Filmy, Economist.com, GETIT, Eros Now, KBS World, Al Jazeera English (AJE) and other Al Jazeera channels, Lakshyya Entertainment, Get Punjabi, Jaya TV Network and Sri Lanka Premier League.