Indiantelevision.com Team

(11 March 2008 4:30 pm)

MUMBAI: Mogae, the Indian JV partner of Japanese advertising major Dentsu, has entered into a 50:50 JV with Music Content Management (MCM) of the US to foray into "mall or retail-radio" business.

MCM is a global leader in audio solutions and music management at malls, retail outlets and other high-volume areas.

Mogae-MCM has already started test installations at various retail chains and malls in Mumbai and Delhi. The mall radio product is targeted to be commercially launched in the next 6 weeks.

"Mogae-MCM will be a pioneer-leader in its space," says Tanya Goyal, who, along with husband Sandeep, owns 26 per cent equity in the Dentsu JV in India.

"The retail boom in India offers this product a unique opportunity to catalyse sales at the last-mile. MCM are a very experienced and well-reputed global partner. We are privileged to work with them in India."

MCM CEO Larry Gresham, who is currently visiting India, says, "We have over 1,000 installations globally. Each opportunity is unique and different. But consumer behaviour, irrespective of geography, does not change. Our experience shows us that last minute prompting, shelf-proximity messages and meaningful audio alerts work wonders for retailers."

In addition to providing music and advertising content, MCM also provides access to Wimbledon, the NBA and other major world events.