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Billionaire Mukesh Ambani-promoted Reliance Industries has sought approval from fair trade regulator Competition Commission of India (CCI) for the USD 8.5-billion merger of Viacom18 and Star India Pvt Ltd (SIPL). "The proposed transaction aims to combine the entertainment businesses (along with certain other identified businesses) of Viacom18, part of Reliance Industries Ltd (RIL) group and SIPL, wholly-owned by The Walt Disney Company (TWDC). "As a result of the transaction, SIPL, currently a wholly-owned entity of TWDC through its subsidiaries, will become a joint venture (JV) which will be jointly held by RIL, Viacom18 and existing TWDC subsidiaries," a notice filed with the CCI said on Friday. The proposed transaction will not cause any appreciable adverse effect on competition in India, RIL said in the notice. However, to facilitate the CCI's assessment, they have identified several key markets where horizontal overlaps were significant such as licensing of audio visual conten