Network 18 To Hive Off Cell 18 As Standalone Business Unit

Network 18’s promo and packaging arm, Cell18, will be hived off as a standalone entity, providing services outside of group properties. While continuing to make promotional content for group properties, the division will be a separate revenue center. The unit’s positioning in terms of offerings is up for debate, but essentially its a production house for ad-films and related content. According to a recent story, Cell 18 saw Q4 (07-08) net income of Rs 1.4 crore. It aims to be an end-to-end production provider by cutting costs on pre and post-production. Zubin Driver, Creative Director, Network 18, has told that Cell 18 is also venturing into making mobisodes and audio visuals for mobile phones with its first mobisode launching sometime next month. It has previously created 20 webisodes for Pepsi as well as content for Kolkata Knight Riders.