Media analysts said the operation was undertaken as UTV is planning to tap the market soon. UTV is awaiting Reserve Bank of India approval for its initial public offering (IPO). "An external auditor would evaluate our library content later. There is no method available yet in the country to carry out such valuation," said Mody. UTV's library comprises about 2,500 hours of soap opera content. It also has game shows, drama, sitcoms, current affairs documentaries, life style programmes, live events and animation.

UTV expects its library valuation to enhance by Rs 63 crore this year. This would include the Tamil software content. UTV adds 2,100 hours to its library every year, said Mody. While UTV India accounts for 400 hours of incremental software, UTV Malaysia and Singapore contribute 300 hours of content. Vijaya TV adds 1,400 hours of software every year. "We do about four hours a day for Vijaya TV," said Mody. Besides exploiting the content in television channels and reruns in international markets, the other opportunities that exist are: concept syndication, broadband Internet portals targeted at South Asian audiences, equity stakes in other Internet and broadband portals and bulk deals for start up channels. "The library can be exploited in new territories and newer pipelines," said Mody. UTV has recently done two bulk deals for Asia 1 TV in UK and TV Asia in USA.

Besides, it will soon be airing two commissioned shows (a lifestyle and a computer and dotcom show) for CNN on their Asian feed. "It is an annual contract that we have signed for the two shows," said Mody. Doordarshan will be telecasting two of UTV's shows in September-October. "One is a prime-time show. We haven't got the slot yet for the other show," said Mody.