The Chernin Group’s Asia-based media firm CA Media has partnered with Zodius, an investor and operator of digital media, commerce and services companies, to invest in Only Much Louder (OML), a media company which targets youth market through various entertainment properties including music festivals, television and web-based content. CA Media has also picked up 49% in reality television business Endemol.It’s likely that Former News Corp COO Peter Chernin‘s experience in cross-media businesses across Asia will come into play here in scaling these businesses. In November 2010, The Chernin Group had launched CA Media, a company that will “strategically build, manage, and operate media, entertainment, and technology businesses in Asia”, with a specific initial focus on India, China and Indonesia.

Only Much Louder

Launched in 2002 as an artist management firm, OML has now expanded its operations to include a large-format music festivals division which promotes music festivals like NH7 Weekender and Invasion; a full-fledged production house called ‘Babble Fish Productions’ which produces shows like The Dewarists and the more recent MTV Sound Trippin’; an extensive artist management and bookings arm called ‘The Syndicate‘ which claims to tour leading Indian and International artists in India, and claims to have worked with artists such as Lady Gaga, David Guetta, Imogen Heap, Mumford & Sons, Jay Sean, Basement Jaxx, The Prodigy, Asian Dub Foundation, and Laura Marling in India; and a digital wing which operates Independent music streaming and discovery platform NH7.in.The company also claims to have worked with various brands in the country to conceptualise and execute marketing and branding strategies aimed at the youth audience.

Endemol India

CA Media has also entered into a strategic alliance to acquire 49% stake in Endemol India, an entertainment production company known for popular television shows like Bigg Boss, Fear Factor, The Great Indian Laughter Challenge among others.

While the financial details of the deal weren’t revealed, CA Media stated that it will provide operational and financial support to Endemol India to establish a strong foothold in the Indian film Industry as well as expand its operations in scripted and regional television industry. Further, the International distribution of content developed through this alliance, will be handled by Endemol. The company said that it intends to build Endemol India into a leading entertainment production company across television, film and digital content in the country.

Deepak Dhar who was previously the Managing Director of Endemol India, will be appointed as the company’s CEO and he will continue to lead the new company.

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The Chernin groups initial investors included Allen & Company LLC, Brookside Capital (an affiliate of Bain Capital), Gordon Crawford, and Kimberly Querrey. Peter Chernin was the Chairman of CA Media, while Paul Aiello, previously the CEO of STAR Group, was appointed as the CEO of CA Media. In March 2011, Rajesh Kamat, previously the CEO of Colors and COO of Viacom18 Group, had joined CA Media as its India CEO.