The Best enters the TV channel spectrum

The Best IT World has entered into a sponsorship agreement with TV news channel, NDTV 24x7 (English) to promote its 'i' range of products. It will sponsor a weekly NDTV-produced program named 'i to i', wherein a celebrity would do a self-interview. The program will be aired every Sunday at 9.30 pm for at least eight months, starting July 13. "It is a coincidence that the program bears the same name as the company's brand of products," said Sandeep Parasrampuria, Director, The Best. 

The company, is also sponsoring a one-time program the Business World-National Institute of Designing (NID) annual award function to be aired by the channel on July 19 at 9.30 pm. 

On choosing NDTV, Parasrampuria said, "NDTV and we target the same category of viewers. These include corporate executives, students, and even educated housewives. We also wanted to capitalize on the rising popularity of news channels in the country. It's basically focused marketing which would have been diluted if we had opted for a movie channel." 

However, he said he would prefer to wait and watch the results before venturing into sponsorships in other TV channels and channel categories. 

Explaining how the TV venture will help channel partners, Parasrampuria said, "There has been a constant demand from partners that we increase our awareness at the user level. Our TV initiative will make their task of selling 'i' products easy, besides assuring them of our commitment to the brand." 

The 'i' range includes iBall mouse, iKey keyboard, iSound speaker and headset, iBox cases and cabinets, iSmart USM products, iBackup UPS systems, and iPen cordless pen tablet. 

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