Former President of TME 'Divya Radhakrishnan' dons entrepreneurial hat; Launches Helios Media

An integrated ancillary service company for Television Broadcasters, Helios Media Private Limited has been formed by Divya Radhakrishnan, former President of TME (Rediffusion DY&R's media arm). Helios has roped in Bala Iyengar as Business Director

The vision of this company has been crafted on the premise , that the burgeoning number of TV channels in India and a large list waiting to come into the country, is facing a key business challenge. While content is the primary scope of these channels, a lot of effort has to be invested in creating a robust eco-system to run the business. This puts in a lot of stress on the channel business head, resulting in dilution of focus from the key delivery, which is content. Also, the proliferation will lead to further slicing of the revenue pie making the all-encompassing business model non-viable.

Helios Media has set up Sales, Marketing, Research and Traffic management verticals. Offering the services as a composite piece or as a stand-alone, based on the requirements of the broadcasters. It has offices covering the geographies of Mumbai, Delhi, Bangalore and Chennai

Former Business Head of Zoom, Bala Iyengar, is leading the Sales vertical.

To start with Helios has already signed up 3 channels/ groups at the outset of the company's being.

1. M Tunes is India's First Bollywood Music Channel in High Definition. The channel is 1080i, 16:9 aspect ratio with 5.1 Dolby Surround Sound. Music has always played a key role in the Indian film industry, huge investments are made to present music on-screen with a lot of glitz and glamour. This can come alive at home only through HD telecast which is what MTunes is India's first music channel in HD is set to deliver. Initial TAM numbers are very encouraging and the channel is in the race to be among the top 3 Hindi Music channels in the country.

2. Music Express: Is the second Music channel from the same group albeit in a different format. Music Express will have a combination of music, trailors, short filmy programming on current affairs and retro music.

3. World Media Connect: Helios Media is the Asian arm of World Media connect which markets Indian Channels to the ethnic population based in US and UK. The channels under this portfolio are 6 channels of the Sun Network (Sun TV, KTV, Gemini TV, Udaya TV, Gemini Movies, Surya TV), Punjjabi TV and will be aligning with some more channels shortly.

With the initial contracts already in place, Helios is also in an advanced stages of negotiations with 4 speciality channels coming into India.

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