Amagi Media, which delivers location specific advertising on cable TV in India, has partnered with Zee TV to customize ads based on location, reports Indiantelevision.

Zee TV will be added to the inventory of channels offered by Amagi to advertisers. Viewers from different locations will get to watch different TVCs on Zee TV based on location.

Why is this interesting? Television in India is national: unlike the US, where cable networks are local, in India, the same channels are (typically) beamed via satellite, across the country. An ad campaign running on these channels is also, typically, national, and to target regional language consumers, there are regional channels. Services like Amagi and Rediff owned Vubites, sought to bring local advertising to TV, by providing local, city based advertisers an opportunity to take over house inventory. So, while a channel might be advertising its own shows on an empty ad slot on a day, in one city, that ad can be replaced with a city specific commercial.

Zee TV’s sister channels Zee News and Zee Business from ZMCL had earlier partnered with the company in July 2013 to provide regional advertisers inventory according to location.

In August 2013, Hindustan Unilever Ltd. had partnered with Amagi to deliver different ads in different regions on the same advertising spot on Nickelodeon. Amagi claims to work with 15 TV channels including TimesNow, Zoom, Udaya, CNBC Awaaz, IBN7, UTV Movies, Maa TV, among others in over 100 cities, with more than 2000 clients. Amagi had also gone live with two channels in Singapore, and has a (channel) customer in Europe.

Amagi raised Rs 30 Crore from Mayfield Fund and existing investors, Nadathur Group and Ojas Ventures in July 2013, adding to the Rs 37 crore from Nadathur Group and Ojas Ventures in 2011.