Nine years after parting ways, Prannoy Roy and Rupert Murdoch are again coming together for a unique airtime sale and marketing alliance. Roy’s NDTV is set to outsource a bulk of ad sales to STAR India Pvt Ltd (SIPL) for three news channels and its website. This will be the first time a rival network will be responsible for the income streams of another national broadcaster. Most television companies have in-house sales and marketing set-ups.

NDTV is believed to have decided to terminate its annual contract with Raj Nayak-promoted AIDEM Ventures when it comes for renewal in March-end. Aidem sells ad slots for the three NDTV news channels – NDTV 24x7, Profit and India — along with the lifestyle channel, Good Times, and NDTV.com. It will sell only the lifestyle channel, at least for the near future. NDTV-Star alliance would be a three-year revenue-share arrangement with an annual renewal clause. It includes a minimum guarantee of Rs 250-260 crore.

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