Sky has confirmed the acquisition of Ethnic Media Sales, further bolstering its representation of over 20 ethnic specialist channels in the UK.
Its advertising arm, Sky Media believes that it will be able to expand its reach into the ethnic market, which has majorly been under-represented in media plans. Sky Media will represent all BARB rated Asian TV channels including Star TV, ZEE TV, Sony TV, Colors and Geo News, amongst many others – attracting 3.3 million unique viewers per month.
John Litster, managing director Sky Media, said, “The ethnic television market has huge potential in the UK but has been under-represented in many media plans. EMS has done a fantastic job in growing their business and helping advertisers reach this important audience.
“We’ve always recognised the opportunity inherent in the ethnic market and this deal is a fantastic opportunity to further build scale and reach in this area, complementing Sky Media’s existing portfolio of channels.”
John De Napoli, managing director of EMS, added: “We’re pleased that EMS has played a major part in the growth of ethnic media sector in the UK. Today’s deal points to the importance of this audience for both advertisers and channel owners.”
The move will be welcomed by Asian TV channels, which have been competing fiercly ever since the likes of ZEE Network, Sony Pictures Networks and B4U Network joined the Sky Original Pack last month.