Lintas, Utv Tie Up To Float Venture

Unitas expects to bridge the relevant audience with the brand so as to minimise wastage of ad budget. Further, it will also help the advertiser to maximise impact of its product.

Raj Gupta of Unitas said that the company will identify audiences for the advertiser who now ends up spending part of the ad budget addressing irrelevant audiences. "The wastage incurred could be as high as 77 per cent, which in terms of value works out to be much higher," he pointed out.

Moreover, with mushrooming of channels there has been audience fragmentation, resulting in advertisers spending more money to reach the same audience.

 

Ronnie Screwvala, chairman and managing director of UTV indicated that the joint venture intends to consider different age group, languages and pychography of the audience while targeting advertisement.

Unitas will draw on Lintas' inherent strengths of building successful brands, its knowledge of the consumers and its media expertise. While UTV will offer its experience in information and entertainment programming.

With a paid-up share capital of Rs 1 crore, the promoters will meet the funding requirement of the company as and when required. Unitas also plans to track programmes.