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Mediaturf to merge with media2india.net

Netscribes/Abhijit Basu

Mediaturf, the online advertising joint venture between Euro RSCG and eVentures India, is being merged with media2india.net, the online advertising arm of the Microland group, in an all-stock deal.

Media2india.net has three businesses - online advertising, exhibitions and research, the last one being a distributor for the US-based Jupiter Research in India. The deal is expected to strengthen the company's online advertising business, especially since the exhibitions business is likely to be to hived off to ITSpace.com.

"We have a new strategic partnership with Mediaturf, which we believe will help us enhance our market share and provide maximum value to our clients. This partnership is a positive move to leverage synergies and realign strengths, thereby enhancing stakeholder value and accelerating growth," a company spokesperson told NetScribes.

Company sources also said that a few employees of media2India.net are expected to be moved to indya.com's sales and marketing departments.

The proposed deal is seen as a part of Microland's move to realign its Internet-related companies to address newer market segments.

To start with, ITSpace.com, the news and technology portal, is expected to become a marketing service provider in its new avataar.

Company sources indicate that Microland is planning to hive off media2india.net's event management business and merge it with ITSpace.com.

As a result, ITSpace.com is expected to offer call centre solutions for general and specific technical issues and also organize events under its banner. This would also transform media2india.net into a media company with both online and offline presence.

Rupert Murdoch's Star TV has a 25 per cent in ITSpace.com while ICICI Ventures holds another 8 per cent.

Other Microland companies include indya.com, a horizontal portal primarily aimed at the youth of the country, and Microland.net, which offers technology services in the areas of Web, security and network infrastructure to global enterprises and service providers.

Net Brahma Technologies focuses on design, development and implementation of software components for vendors of networking devices. It offers solutions in the areas of IP internetworking, network management solutions, ATM solutions, wireless access, telecom technologies and embedded software.

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