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NDTV Partners With Quikr; Brand Strategy Analysis

NDTV Convergence has partnered with Quikr to launch NDTVClassifieds.com. Quikr.com was formerly Kijiji.in, a local classifieds site for apartments, cars, jobs, services, used goods ads. Quikr, backed by Matrix Partners India and eBay, is just the latest in NDTV’s line of “mutually-beneficial” relationships with online companies.

The Past
Many of its outsourcing partners in the past have cut their ties with NDTV Convergence barely a year after launching joint projects. In 2007, the company tied up with Thailand’s Yello Jobs to launch NDTVJobs.com but after a year, Yello Jobs broke away and the company then outsourced it to CareerBuilder. In January this year, the company partnered with Carwale.com to set up an auto portal called NDTVAuto.com but ended up outsourcing it completely to Carwale.com. The company had also launched NDTVAnswers with Ammas.com. What happened with that partnership? NDTV no longer figures in Ammas’ list of ‘top affiliates’.

Why Does NDTV Do This?
Over the past year, NDTV has launched around six sites and subsites through partnerships. NDTV forges such alliances to spread the net of its brand wider. Sanjay Trehan, CEO, NDTV Convergence said in the press release, “Leveraging the wide network that already exists on our site, NDTV.com, classifieds was a natural extension.”

NDTV is seeking to ‘extend’ its brand by partnering with online service providers to add to its basket without putting the time and effort into a long term plan to develop sub-brands. When partnerships do not last, do they create a negative impression of the brand? Is NDTV right in pursuing a brand strategy of fleeting partnerships?

The company continues to flex its brand in random sectors – from commodities to e-learning to travel. It tied up with Commodity Online to set up NDTV Commodities; iXiGo and A4A Hospitality Service to power NDTVTravels; online e-learning firm TutorVista for NDTVTutor and Astroyogi for a section on astrology. Will NDTV now search for a partner for NDTV Doctor?

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