hen New Delhi Television subsidiary NDTV Media ann-ounced earlier this year that it was looking to offer sales, marketing, research and strategic consultancy services to other broadcasters/TV stations, it raised quite a few eyebrows. After all, "outsourcing" such functions was not really an established phenomenon in Indian broadcasting. But for NDTV Media this was a brand new business opportunity. Said Raj Nayak, chief executive officer, NDTV Media, "Not everybody entering the media scenario needs to be a master in every area of broadcast operations. Our core competence, which has been honed over the years as individuals, is now on offer as a collective one-stop destination for broadcasters."

Six months on, Nayak is a happy man. NDTV India has already roped in an international broadcaster to offer its strategic planning and consultancy services and is hoping to convert a handful of others it is talking to. Nayak, however, will not give any names because it is "premature" and "sensitive." On the cards is an active involvement in brand building, celebrity management and on-ground events. NDTV Media is also exploring avenues in the area of in-film advertising, besides offering strategic consultancy services in television programming, on-air look and presentation and traffic and inventory management. ... more