Televisionpoint.com Correspondent | Kolkata Zee News and Sky B (Bangla) have joined hands to enter into a strategic partnership agreement, wherein the former will now handle marketing, advertising sales and programming initiatives of Sky B's Akaash Bangla, the 24 hours regional infotainment channel in Bengali.
Through a separate agreement, Zee News will also acquire 26 per cent stake in Sky B. Zee Akaash News, a 60: 40 joint venture between Zee News and Sky B owns 24 Ghanta news channel.
Barun Das, CEO, Zee News, said "This accord is a win-win for both the companies. At Zee News Limited we look at East as a market of strategic importance and would like to strengthen our presence there to emerge as the single largest player in electronic media. Our endeavor would also be to leverage the strong brand equity of Akaash Bangla. We foresee extremely encouraging upside for Zee News Limited through this arrangement."
Sky B Spokesperson, said, "We will be leveraging Zee News Limited's expertise, experience and brand value to strengthen our position in the Bengal market and take Akaash Bangla to higher echelon of success. I am sure that this arrangement will further cement our cordial and productive business relationship which we have had till now with Zee News Limited."
Nitin Vaidya, head, regional channels, Zee News, said, "Zee News will bring forward its entire programming, marketing and selling expertise to create a winning media brand out of Akaash Bangla. Going forward Akaash Bangla coupled with Zee Bangla and 24 Ghanta should together command around 70% viewership share of that market."
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