ContentSutra: TV18 the television company which has also funded yatra.com and owns moneycontrol.com has acquired UrbanEye Media an intercative agency which has done websites for companies like aditya birla, Samsung, movies like bluffmaster and off late yatra.com which makes it evident why TV18 would acquire UrbanEye. Now the interesting point to note here is that yatra.com has already handed over its agency duties to tribalDDB (read earlier article) which is no surprise as Reliance Capital is one of the investors in Yatra.com but now TV18 goes ahead and acquires UrbanEye which according to contentsutra is a multi-year, part cash-and-part stock deal. So the question i am raising here is what will be handled by whom (as far as yatra is concerned)? my guess is the online marketing would be handled by TribalDDB as they are far more experienced with online media campaigns and if at all UrbanEye would be hndling the website interface and other web development which may be required from time to time for yatra.com. Besides i feel TV18 acquiring UrbanEye could be the biggest news as far as all the other interactive agencies are concerned because after all TV18 has got media muscle which few others can boast of thereby making this acquisition and its effects a thing to watch out for!

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