MediaE2E rebrands itself as What’s On India

MediaE2E, the electronic program guide (EPG) solution provider, is rebranding itself as What's On India. The company, founded in 2005, had an infusion of capital from two venture capital companies, namely, Sequoia Capital and Nexus India Capital late last year and says the rebranding signals their intention of refocusing their attention towards the EPG part of the business.

“The original entity Media E2E straddled two to three businesses, which included the EPG part, the business consulting space, the ad pricing software for TV networks. Our success with the EPG vertical where we built robust relationships with the cable TV business made us realise the opportunity that lay in refocusing our attention to that part of the business,” explains Atul Phadnis, chief executive, What’s On India on the objective behind rebranding the company at this point of time.

He further added, “We wanted to consolidate our EPG presence in the market and strengthen our position in this space. Additionally, we will be looking at launching a TV channel in the third quarter of this year but I won’t be able to talk in details about those plans at the moment.”