Indiantelevision.com Team

(13 April 2007 6:00 am)

MUMBAI: The Media Edge (TME) today re-christened itself in an attempt to cater to the differing media needs across the Indian client spectrum, the agency unveiled a fresh brand identity that is in line with its new positioning as a customised media solutions provider. "Customisation at TME is both at a market level as well as client level, as the aim is to develop an offering that is relevant to the Indian market," says TME president Anupriya Acharya.

The company in association with Rediff.com also unveiled a website TMEIndia.com which provides its clients with customized media management services via proprietary tools called a 'Tooldesk', allowing the client to extract specific data at any given point in time. This is an attempt to provide different sectors of the industry a media strategy that meets their specific needs. Among the tools available online are those that provide insight into rural GRP's, the reach of a multi- media campaign, appropriate budgeting for a brand and others that will improve efficiency of a media plan.

With the world becoming increasingly competitive, the number of players in most industries is only increasing, be it FMCG, Durables, Financial companies, Retail, Realty or even channels, publications and internet sites. Fragmentation is a universal truth and the concept of the "long tail" is becoming a reality.

Therefore there are many clients in the market, that have similar market shares, but very different product, customer segment focus and positioning. And with this is arising the need for agency partners that can help in giving solutions specific to the client's requirement. One size surely is no longer fitting all. Acknowledging this fast emerging reality, coupled with all its strengths, TME articulates its proposition as customised solutions provider.

TME has depicted its new identity based on the Japanese paper art form of Origami, which explains how the company with its specialized services can meet the demands of brands.

The Media Edge brand was launched in India as a media independent from the Rediffusion DYR stable in 1999. It currently handles clients and their brands including Colgate, Parle, Taj, DHL, LIC etc.