Media Inventory for Equity / Revenue Share Case: Brand Capital (India) Growth Ventures & Innovation...
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Transcript of Media Inventory for Equity / Revenue Share Case: Brand Capital (India) Growth Ventures & Innovation...
Media Inventory for Equity / Revenue Share
Case: Brand Capital (India)
Growth Ventures & Innovation GroupAugust 2012Sony Corporation of America
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The Times Group (India)
Sony - Growth Ventures & InnovationAugust 2012 http://www.timesgroup.com/bccl/about-us.html
Brand Capital is part of family owned ‘The Times Group’ which is India’s largest mass media company (publishing / newspaper; digital, TV …)
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Brand Capital - Background Indian media conglomerate Times Group runs an
advertising-for-equity program through its subsidiary Brand Capital (initially known as Times Private Treaties).
Over 6 years of existence, the company has helped launch over 400 companies, including a number of current industry leaders.
However, in 2009, Times Private Treaties ran afoul of India’s stock market regulations when it was discovered that a Times Group journalist was conspiring with investors to pump up the share price of an invested startup.
In 2010 the Times Group repositioned its advertising-for-equity program as Brand Capital and is stressing editorial independence and stringent Chinese walls to ensure that none of its advertising clients including investee companies have any influence on the editorial content of its publications.
Sony - Growth Ventures & InnovationAugust 2012
Brand Capital’s core offering is providing alternative means of financing an additional advertising need - by providing structured client based solutions, both financial as well as advertising.
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Brand Capital - Activities
Brand Capital provides funding to growth oriented enterprises for their long term advertising needs
Brand Capital assists its clients with value added support like brand and communication strategy,
creative ideation, and media strategy support.
Brand Capital does not have an in-house agency, but can provide inputs and guidance in selecting the right agency for its investee companies.
Business models offered by Brand Capital include media assets/inventory of the Times Group in return for:o Equity (typical investment horizon is 3-5 years)o Performance contracto Real estate.
Sony - Growth Ventures & InnovationAugust 2012
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Brand Capital – Network
Sony - Growth Ventures & InnovationAugust 2012
TV OnlinePrint
Brand Capital leverages the network /media inventory of the Times Group.
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Brand Capital – Case: She Comfort
Sony - Growth Ventures & InnovationAugust 2012
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Brand Capital – Case: Unibic
Sony - Growth Ventures & InnovationAugust 2012