NIIFT Company Limited (NCL) is the organizing partner for ZEE NITE, Bangkok 2009 – an spectacular extravaganza of dance and music featuring India’s top performing artistes – all discovered on highly popular talent hunt shows of ZEE TV in India. Each of these stars are living the dream of the ‘Slumdog Millionaire’ phenomenon, rising out of anonymity and common backgrounds to become idols for millions of their fans.
NCL is a registered Thai company in Bangkok, and is the brainchild of an Indian expatriate, Anindo Aditya, who has always had a passion for Entertainment and the Arts. Earlier, as a hobby, Anindo Aditya had brought some artistes to Bangkok to regale the small segment of the Indian community. Now, that passion has grown to new ventures in entertainment.
Zee TV Asia Pacific has appointed NCL as their representatives in Bangkok, and will be responsible for introducing the sponsorship and advertising opportunities of ZEE TV Asia Pacific to all Bangkok based companies. The channel is unique in that it reaches over 3.2 million overseas South Asians – a majority of them of Indian origin across 18 countries in the Asia Pacific footprint, with an estimated 50,000 in Bangkok. The content of the channel is taken from the flagship ZEE TV channel in India and includes all the highly rated shows, including the phenomenally successful talent hunt shows, Sa Re Ga Ma Pa, Ek Se Badh Kar Ek and Dance India Dance.
Anindo Aditya, Managing Director of NCL, is optimistic of his collaboration with ZEE TV. “People might wonder if this is a good time to launch a new media opportunity, with the belt-tightening all around. But in these times of economic recession and depression, an entertainment show goes a long way to pep things up.
We believe that media planning needs to be reinvented to go with the times. Every one must look for highly targeted channels including events like ZEE NITE that yield to the relevant target audience. With fragmentation, its not about reach any more…its about composition. ZEE TV Asia Pacific viewers are all high net-worth individuals and families, mostly expatriates and immigrants of South Asian origin. The recession does not touch them as much as the general population. They will always be in the market for hospitality, fine dining, travel and entertainment.”
