Hindi channels plan overseas expansion, target NRIs, PIOs
Posted: Wed, Oct 13 2010. 1:00 AM IST
Anushree Chandran, email@example.com
Indian television channels, including Viacom 18 Media Pvt. Ltd’s Colors, are stepping up efforts to widen their reach outside the country as they see significant benefits in serving the overseas market.
Colors, a Hindi general entertainment channel (GEC), is following the footsteps of rivals such as Zee Entertainment Enterprises Ltd (ZEEL), which began accessing the overseas market in the mid-1990s, and Star India Pvt. Ltd, also seeking audiences outside India.
“International markets are, in fact, a cash cow for Indian operations. The costs are not much. What we get as revenue is straightaway added as profit,” said Rajan Singh, executive vice-president (international business), Star Network, owned by Rupert Murdoch.
For complete article, click here.