Digital brand integration specialist MirriAd today announced a strategic investment from Asia Today Ltd (ATL) and ZEE, a deal led by Indian media entrepreneur Subhash Chandra and brokered by David Glick, CEO of entertainment and media business fund manager, and existing shareholder Edge Investment Management (Edge).
Chandra is one of Asia’s most successful entrepreneurs with interests encompassing media, telecoms, theme parks, online gaming, packaging and commodities among others. The ZEE network he founded, now operates across all five continents and is one of the largest media businesses in Asia today.
This strategic investment between ATL and ZEE will see MirriAd deployed across India and other markets in the Asia region on broadcast, cable and satellite, and follows the success of campaigns by Zee TV in the UK, which used MirriAd technology to seamlessly integrate UK brands into the Indian-produced popular daily soap Pavitra Rishta. ZEE has 400,000 hours of programming available in six languages across the world and it aims to double its current reach of 670 million viewers in the 169 countries, to which it broadcasts.
Product placement has historically been realised at the point of production. MirriAd’s digital solution means brands can be integrated into programming remotely and independently of production schedules. This MirriAd platform offers brands the opportunity to target huge audiences across many countries with ease and across a wide variety of content locally, regionally and globally.
Edge founder David Glick said, “The results of MirriAd’s technology have to be seen to be believed, and with deregulation of product placement taking place around the world, the potential is enormous. We are delighted to welcome a businessman of the calibre of Subhash Chandra on board as a co-investor.”
MirriAd CEO Mark Popkiewicz said, “This is an exciting and important development for MirriAd. Asia and in particular India represents an incredibly important growth market with enormous potential for our bespoke technology for both media owners and brands. With a high GDP growth rate and a population of over 1.21 billion, India is a must have market for brands. Edge is an active and supportive investor with immense entertainment industry knowledge, and to have Subhash Chandra together with ZEE and ATL commit to our future is a significant endorsement of our vision.”
ZEE Chairman Subhash Chandra adds, “MirriAd’s technology offers ZEE and ATL a great opportunity to integrate locally relevant brands across all our territories, who knows, we might even be able to create an ad-free channel before long”.