Sony Entertainment Television entered into a joint venture with Fresh Lime Soda Interactive (India) Pvt Ltd and Applitech Solution Ltd to run a vertical youth portal freshlimesoda.com. Ahmedabad-based software development company Applitch Solutions Ltd has 33 per cent equity in this venture.
"This is our first strategic venture into a very important future direction. In this acquisition we are targeting the most important part of our country, its youth. By opening a dialogue with the youth of India, we are in fact opening a dialogue with the future," said Sony Entertainment CEO Kunal Dasgupta.
Fresh Lime Soda is Sony Entertainment Television's first Internet initiative. As a 33 per cent equity holder in this venture, Sony will focus on building the site not a global youth brand.,
Sony Entertainment Television will expand content and also provide infrastructure in terms of marketing, sales and creating synergy across all levels, according to a company release.