ZEE Entertainment & its subsidiary Asia Today invest in digital ad firm MirriAd

Mumbai and UK-based digital advertisement firm MirriAd Advertising Pvt Ltd has raised an undisclosed amount from television and entertainment firm Zee Entertainment Enterprises Ltd and its subsidiary, Mauritius-based Asia Today Ltd.

According to MirriAd, the money will be used to expand its infrastructure including broadcast, cable and satellite facilities in India and other Asian markets. "Asia, especially 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," said MirriAd CEO Mark Popkiewicz.

Headquartered in London, MirriAd has developed a platform to digitally integrate brands with video content. The platform analyses content, creates inventory and delivers campaigns, together with audience engagement and supporting analytics – thus enabling brands to target huge audiences across various countries, mainly in Europe and the South-east Asia.

"MirriAd's technology offers ZEE and ATL a great opportunity to locally integrate the relevant brands across all our territories," said Zee founder and chairman Subhash Chandra.

Mumbai-based Zee Entertainment is one of the largest producers and aggregators of Hindi programmes, with an extensive library housing 100,000-plus hours of original television content. Moreover, with rights to more than 3,000 movie titles, ZEE houses the world's largest Hindi movie library. Through its strong presence worldwide, ZEE entertains over 670-plus million viewers across 169 countries.

ZEE and its affiliate companies have leading presence across the media value chain including television broadcasting, cable distribution, direct-to-home satellite services, digital media, multiplexes, amusement parks and print media, among others.

(Edited by Sanghamitra Mandal)