IndiaCast Assigns Digital Content Management Duties to Tangerine Digital

IndiaCast Media Distribution, a strategic joint venture of TV18 and Viacom18 has appointed Tangerine Digital Pvt. Ltd., one of India’s leading digital content management agency to manage the digital content of their flagship channels on digital platforms. As India’s first multi-platform ‘Content Asset Monetization’ entity, IndiaCast is mandated to drive domestic and international channel distribution, placement services and content syndication for TV18, Viacom18, A&E Networks, TV18 and the Eenadu group.

Tangerine will be responsible for curating and packaging all Video on Demand (VOD) content in order to aid discovery for IndiaCast while at the same time, ensuring stringent turnaround time for publishing of episodic videos.

To take the relationship forward, Tangerine will bring its experience in content management and metadata services for the broadcast industry. They will not only assist IndiaCast in its endeavor to increase operational efficiencies to consolidate their distribution functions of both media houses but also support the distribution venture reach newer markets.

Tangerine will capture, curate and publish episodic videos of 6 channels (including COLORS TV) within 45 minutes of its premier on-air telecast in India. It also will create individual episodic videos of shows like Balika Vadhu and Uttaran etc of COLORS in addition to regional content from 5 of ETV’s bouquet of channels.

Commenting on the relationship with Tangerine, Mr. Anuj Gandhi, Group CEO, IndiaCast said,

Mr. Anuj Gandhi, Group CEO, IndiaCast




Tangerine has been a very strong partner in growing our digital footprint. The team has always delivered successfully to our tight and aggressive schedules and has a rapid and effective response mechanism to meet dynamics of the digital environment. We are pleased to work with Tangerine and look forward to a long term fruitful association.



Commenting on this latest venture, Mr. Kesavan Kanchi Kandadai, CEO, Tangerine Digital Pvt. Ltd., said,

Kesavan Kanchi Kandadai, CEO, Tangerine Digital Pvt. LtdThe media distribution industry is currently witnessing a phenomenal revolution in the way media content is circulated and consumed.Increased bandwidth and easy access of Internet through tablets and smartphones is fueling exponential growth of online video consumption, in turn unlocking new channels in the way content is created, distributed and monetized. We at Tangerine are entirely focused on this evolving digital environment and will continue to pioneer new and creative ways to engage, entertain and inform audiences.We believe we have the capabilities and the focused strategic approach and expertise to add value to the brand IndiaCast.


Tangerine Digital offers integrated services across content creation and management including sports content, re-purposing videos for VOD platformsand creating theme based text and video content across e-commerce, web, mobile and social media platforms. Additionally, Tangerine also creates metadata for video and images and moderates user generated content to protect and de-risk the brands on the digital platforms and manages the You Tube Channel of the client.

Tangerine Digital has an array of renowned clients across sectors namely Media & Entertainment, Sports, Fashion & Lifestyle, Auto etc and prominently manages the mandates for Sony, Times Internet and Lehren in the media distribution sector.

About Tangerine Digital Pvt. Ltd

Tangerine Digital Pvt. Ltd., founded in 2006 is among the country’s leading digital content management agencies serving brands across sectors. Tangerine specializes in media management, re-purposing for platforms and communities, library management,Metadata, platform analytics and content monetization improvement services,user-generated content moderation, next generation digital publishing,value added content creation and distribution service.

Tangerine is part of the TO THE NEW group that is one of Asia’s leading digital services groups. With offices in Singapore, Mumbai, Gurgaon, Noida, Chennai, London and Los Angeles, It is one of the only groups that provides digital marketing, content and technology services under one umbrella.