networkplayBertelsmann owned Networkplay has tied-up with Indira Gandhi International Airport (IGIA), Delhi to create an airport-TV network at Terminal 3, reports IndiaTelevision.com. This is the first time the company has tried to offer an end-to-end solution, as the company was depending on DTH players to reach TV audiences till now.

The Airport TV network will air HD-content for passengers who spend 40-90 minutes on an average while waiting to board their flights. The content will be a mix of short-form and long-form content, but it is not clear if this will be pre-recorded content or live. The content will be displayed on over 125 screens within T3 near the boarding area, baggage reclaim area and at other captive locations.

Networkplay was founded by a team of ex-Yahoo India employees, Rammohan Sundaram, Sunil Punjabi, Ampreet Singh and Viren Anand, and incubated in 2008. Sundaram and Punjabi have quit the business, while Ampreet Singh now heads the company as its CEO. The venture was incubated by WebChutney, and funded by Capital18.

The company has around 40 employees in three offices – Mumbai, Delhi and Bangalore. The company recently partnered with Sweden-based, NASDAQ listed performance marketing network Tradedoubler to offer performance marketing and targeting solutions to advertisers and publishers in India.

NetworkPlay was acquired by Gruner and Jahr (G+J), a part of the Bertelsmann group. G+J also owns a majority stake in MaXposure Media Group, which it acquired in July 2011.

PS: I hope they don’t stop showing sports channels. I watched a few overs of T20 world cup final between India and Sri Lanka at the airport while waiting for my baggage.