Cutting Edge Media will develop sales strategies for Reality TV and will drive the front-end advertising sales efforts for the channel. Reality TV is a 24-hour channel that combines hard-hitting and real-life drama with its unpredictable, unbelievable and unrehearsed footage.

An official statement, quoting Chris Turner, portfolio director of Reality TV, said: "We are delighted with Reality TV's rollout so far and Zee Turner has done an excellent job. This has enabled us to bring forward our plans to introduce advertising onto the service as we can offer a compelling proposition to advertisers much sooner than expected. Cutting Edge Media has impressed us with their specialist market knowledge and we have high hopes for this new revenue stream."

The statement further added that improved revenues would enable Reality TV to move faster along the road to localising the product.

According to Cutting Edge Media MD Rohinton Maloo: "It gives us great pleasure to be associated with Reality TV, India's first fully dedicated channel on real life drama. As our company name suggests, we will explore and implement cutting edge media innovations and value to brands in India."

Distributed in India by Zee Turner, the channel now claims to be beaming to 15 million cable households across the country and an viewership that stands at 35 million across five continents.

Zone Vision, the UK-based international thematic-channel creators, brings the channel to India. This channel is targeted at the age group between 16-34 years and features material sourced from "factual" producers around the world.