Viacom18 expands operations to Middle East region

Office will manage sales, marketing and distribution of channels.
Gaurav Gandhi, Head of Distribution and International Business and Chief Operating Officer, Sun18 North sees high potential in the Middle East market
Gaurav Gandhi, Head of Distribution and International Business and Chief Operating Officer, Sun18 North sees high potential in the Middle East market

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Viacom18, cited to be one of India’s fastest growing entertainment conglomerates, has announced that it is opening an office in Dubai. The office will be charged with managing sales, as well as the marketing and distribution of its channels, such as Colors, in the Middle East and Africa markets.

The office, which is based in Dubai Media City, also aims to solidify the company’s presence in the region and further expand Colors’ viewer base. The Dubai office will be Viacom 18’s second international base; the company opened its first international office in the United States back in September 2010.

Viacom 18’s office will take control of Colors advertisement sales in the region, a role which was previously handled by its distribution partner Pehla. Sachin Gokhale, Director, Business Operations for the Middle East and Africa has hand-picked the Dubai-based ad sales team. The team will be led by Brendan D’Souza.

Speaking about the opening Gaurav Gandhi, Head of Distribution and International Business and Chief Operating Officer, Sun18 North said, “The entertainment industry in the Middle East holds a remarkably high potential for South Asian channels. With the ever-increasing demand for Indian content and Colors’ rising popularity in the region, we have decided to set up our regional Middle East operations. We take this opportunity to thank our longstanding partners Pehla for their unwavering support through our journey”.

Colors was launched on 21 July 2008 and is Viacom18’s flagship entertainment offering. Viacom18 is, itself, an equal joint venture between Viacom Inc and the Network18 Group.

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