UK based company, Cellcast PLC has offloaded its majority stake in Cellcast Asia Holdings (CAH) to two Private Equity firms, reports Indiantelevision.com. CAH completely owns Cellcast’s Indian operations, Cellcast Interactive, and all of its revenues are from India. Cellcast does interactive shows on different television channels, integrated with mobile value added services, with premium rates for messaging and accessing voice portals on mobile. It has launched a TV channel, MyTV, featuring its own content.

Although no formal announcement has been made in this regard, Cellcast Asia Holdings founder and CEO Pankaj Thakar has confirmed that Cellcast PLC was in fact now a minority partner, however he mentioned that a formal announcement will be made later.

The report cites sources familiar with the development to add that PE firms will hold a 62% stake in CAH, while Cellcast PLC’s stake will reduce to a small minority. In October 2011, Cellcast PLC had signed an agreement with CAH to buy back 3,221,555 shares in CAH for US$1.5 million. CAH had reported revenues of $8.4 million for the 2009-10 fiscal and a profit of $2 million.

Further, Cellcast Asia Holdings has also raised $9.5 million in a fresh round of funding from Vertex, a wholly-owned subsidiary of Temasek Holdings. No further details were available, but we believe that the funds will be utilized in the operations of Cellcast’s TV channel, MyTV.  Cellcast launched MyTV on DTH, first with Airtel and Reliance, and had said that it was in active discussions with everyone who has a digital headend. The company expects to reach 30% of the Hindi speaking market by the first quarter of 2012.