Sky Media, the advertising sales arm of Sky, has acquired Ethnic Media Sales (EMS), a media sales house representing over 20 specialist ethnic television channels. The deal will further strengthen Sky Media’s existing audience reach, particularly among multi-cultural audiences, helping advertisers to more effectively.

Latest census figures show that 14% of the UK population identify as an ethnic minority (increasing to 28% of all 16-34s – a key audience for advertisers) and, according to the IPA, spend up to 50% of their TV viewing time watching ethnic channels.

Despite this desirable audience and reach, a fragmented sales marketplace means ethnic channels have traditionally been majorly under-represented in media plans, with research from the IPA finding that 77% of British-Asians feeling mainstream advertising has no relevance to them. By bringing EMS under the Sky Media banner, the deal will enable brands to reach this significant audience through a single sales point.

The EMS portfolio is watched by over 3.3 million viewers every month. Founded in 2013, EMS has grown rapidly to become the largest specialist sales house of its kind in Europe.  Representing the UK channels of major broadcasters including Zee TV, NDTV 24x7, Nollywood and Geo News, these brands will join Sky Media’s already established channels including Star Plus, Colours and Rishtey.

 With the extended portfolio, Sky Media strengthens its position as the largest supplier of TV impacts in the UK, able to reach TV audiences quicker than any other sales house.

From last month, all Sky TV customers have been able to enjoy the very best of Asian entertainment, news and movies at no extra cost, including premium channels ZEE TV, ZEE Cinema and B4U Movies, significantly increasing the reach of these channels.

John Litster, managing director at Sky Media, says, “The ethnic television market has huge potential in the UK but has been under-represented in many media plans.  EMS has done a fantastic job in growing their business and helping advertisers reach this important audience. We’ve always recognised the opportunity inherent in the ethnic market and this deal is a fantastic opportunity to further build scale and reach in this area, complementing Sky Media’s existing portfolio of channels.”

John De Napoli, managing director of EMS, says, “We’re pleased that EMS has played a major part in the growth of ethnic media sector in the UK. Today’s deal points to the importance of this audience for both advertisers and channel owners.”