Sanguine Media Ltd - Stock Valuation and Financial Performance

Sanguine Media was originally incorporated under the Companies Act, 1956 as San Geo Services Limited on September 14, 1995. Consequently the name of the company was changed from San Geo Services Limited to Sanguine Media Limited and a fresh certificate of incorporation was obtained from the Registrar of Companies, Chennai, Tamil Nadu on September 17, 2003.The promoter of the company is C.V. Ravi.

The company was established to carry on all activities of business in advertising, publicity and media services for corporate and other entities including providing services in the area of corporate presentation, public relation either on its own or jointly with other agencies involved in these activities through all information media including print, Broadcasting, Telecasting magnetic media, digital and films and to obtain rights for movies, TV serials and episodes produced by other agencies for screening video, telecasting and making copies in CDs and Tapes and marketing them in domestic and overseas.

Sanguine Media is a public company, listed in BSE. Sanguine team is specialized from concept to completion of events: however big or small, their pre event planning is comprehensive, yet flexible.

Having set up regional offices in all the metros, Sanguine has marketed more than 2000 episodes of various shows in southern regional channels & continues to remain the marketing strageist for leading corporate in South India.

Sanguine is an accredited producer of  software content for C & S as well as regional channels. It has successfully completed production of 1600 episodes of daily / weekly serials in various south Indian Languages.

Sanguine has now forayed into film advertising to provide more option to its clients & agencies for reaching their targeted consumers. With more than 400 films being produced in Soth India annually, Sanguine is very optimistic to scale new heights with this opportunity.

At present the company is operating in two major segments – TV Media operations and Direct Marketing operations, especially Rural Marketing operations. The company carries out marketing operations in urban areas also which include event management and a host of marketing support services.

Under TV Media Operations, till 2006- 07 the company was concentrating on airtime sales by paying up the telecasting fees, buying up the Free Commercial Time (FCT) slots and getting revenue from the advertisers by selling the `slots’. However, from 2006- 07, the company itself started to produce TV content on its own thereby retaining the Intellectual Property Rights (IPR) of those content. At present, the company outsources the production function of the TV content production. From 2006-07, the company also started buying TV content software in a regional language which it would be dubbing and exploiting in other regional and national channels. Further, as a part of its diversification strategy, the company bought the businesses of Godavari Ads Private Limited and Rohini Media. Through these acquisitions, the company has entered into Direct Marketing, especially the Rural Marketing in a significant manner.

The company had entered into a Memorandum of Understanding dated 30th July 2006 with Godavari Ads Private Limited – a company that was carrying on the business of event management, van operations services for rural marketing and business promotions services relating to painting and signages, for takeover of their above business. The take over was only of the business and not the company and its assets and liabilities. As per the MoU Godvari Ads will not be engaged in similar and/or identical business as that of the one that had been sold by it for a period of 6 years. The consideration for acquisition of its business was a sum of Rs.150 lakh which was agreed upon between the company and Godavari Ads Private Limited after a due diligence.

Sanguine’s domains include:

• Media
• Event
• Rural Marketing / Activation
• Octave / In Film Advertising

Sanguine’s services include :

• Rural Van Operation / Video on Wheels
• Shandy Market Promotion
• Consumer Contact / Promotion
• Promotional Selling
• Promotional Distribution
• Market Research
• Rural Festivals

Milestones:

• 1995 -Incorporation
• 1996 -Initial Public Offering
• 2003 -Change in Management – Completion of Open Offer by Acquirer – C.V. Ravi.- Change of Name of the Company and in Main Objects Clause in the MOA for foray into Television Software Marketing.
• 2006 -Acquisition of business of Godavari Ads Private Limited and Rohini Media and company’s entry into Rural Marketing Business.
• Preferential Allotment of Shares-Issue of 1,200,000* equity shares @ Rs.26.65 per share to various persons-Issue of 470,000 equity shares @ Rs.26.65 per share to Godavari Ads Private Limited as part consideration for take over of its business.
• 2007- Entry intoEvent Management