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March 28, 2013

Deal Alert: Zee invests Rs.30 Cr in UK-based digital product placement firm MirriAd

UK-based digital brand integration specialist MirriAd has attracted a £3.6 million (about Rs.30 crore) as a strategic investment from publicly listed Zee Entertainment Enterprises Limited and Zee’s wholly owned subsidiary Asia Today Ltd (ATL). MirriAd’s digital solution enables brands to be integrated into programming remotely and independently of production schedules. The deal will help MirriAd deploy across India and other markets in Asia on broadcast, cable and satellite. Zee TV in the UK has used MirriAd technology to integrate UK brands into the Indian-produced popular daily soap ‘Pavitra Rishta’. 

Launched in early 2008 by CEO Mark Popkiewicz, previously a director of BBC Ventures, MirriAd is headquartered in London with offices in Mumbai. Its institutional investors include Edge Investment Management, Edge Group, Oxford Technology Management, Oxford Capital Partners, STV Group PLC, Seraphim Capital and South East Growth Fund and angel investors Bruce Smith and Stephen Bullock. 

Mauritius-headquartered ATL is an owner of television signals being distributed to the South Asian community across various countries through local agents. 

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