Sky Media has absorbed Ethnic Media Sales (EMS), a move that will see it incorporate the sales house that represents more than 20 specialist ethnic television channels.
The company believes the move will help it expand its audience reach with the addition of new multicultural content, all part of a plan to better consolidate ethnic channels that have traditionally been majorly under-represented in media plans, according to Sky Media.
EMS reportedly draws 3.3 million unique viewers per month and includes in its offering Zee TV, NDTV 24x7, Nollywood and Geo News.
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 deal was processed for an unspecified sum.
It comes as Sky Media powers up its programmatic ad power, and is consolidating large audiences into its system to best make use of its new formats.