Kochi: In a significant development aimed at redefining growth strategies for regional media brands, Artha Digital Initiatives, a marketing services startup, has formally announced the launch of PRISM – a specialized division created to support the full spectrum of business and marketing needs for media organizations.
Co-founded by media industry veterans Vijay Vishwanath, Founder & CEO of Medianews4u.com, and Prakash Sankaranarayanan, formerly associated with Times Response, Vikatan and Daily Thanthi, Artha Digital Initiatives is designed to bring strategic clarity, executional agility, and long-term brand value to media companies navigating a rapidly evolving business landscape.
At the heart of Artha’s offering is PRISM — a Fractal C-Suite service that acts as a plug-and-play marketing leadership solution for media houses. It is structured around five key pillars: Planning, Research & Profit Orientation, Relationship Management, Intelligence & Metrics, Social Media & PR, and Marketing & Brand Management — offering clients a 360-degree approach to growth, monetization, and audience development.
In a key milestone, Artha Digital Initiatives has signed a strategic partnership with Dhanam Publications, Kerala’s leading business media brand. This engagement marks the formal launch of PRISM’s footprint in the Kerala market.
Commenting on the partnership, Kurian Abraham, Chairman & Chief Editor of Dhanam Publications, said, “At Dhanam, a 37-year-old media brand, we’ve always believed in reinventing ourselves to stay relevant and future-ready. Partnering with PRISM from Artha Digital Initiatives is a well-considered move to strengthen our marketing strategy and brand evolution across platforms. With the support of media veterans and a structured model, we’re confident this partnership will help accelerate Dhanam’s journey into its next phase of growth.”
To further sharpen its capabilities and strengthen client engagement, PRISM has onboarded two of the most respected professionals in the Indian media industry — Ninan Thariyan, former CEO of DT Next and ex-VP of The Times of India, who was instrumental in launching and expanding TOI’s Tamil Nadu and Kerala editions amidst intense market competition; and Anand Mathew, former CGM at Malayala Manorama and Head of Circulation at Mathrubhumi, who played a pivotal role in expanding circulation across India and launching flagship brands in new language markets — as Senior Consultants and Client Partners.
Speaking on his role, Ninan Thariyan said, “The media ecosystem is at a pivotal point, requiring not just survival tactics but sharp, growth-focused strategies. In my role as Mentor & Client Partner at PRISM, I look forward to enabling publishers to strengthen their market presence by addressing challenges on both the demand and supply sides of the business and building sustainable value with a hands-on, consultative approach. My role at Dhanam is a ‘never-before’ experience, working with the medium and the business magazine as a genre. Challenging times are truly exciting times.”
Welcoming the new partnership and senior advisors, Vijay Vishwanath, Co-Founder & Chief Business Officer of Artha, said, “Onboarding Dhanam marks a major step forward for us at Artha. It reinforces our belief that regional media brands are ready to embrace high-quality, C-suite-level marketing support. Bringing in leaders like Mr. Thariyan and Mr. Mathew gives us the depth to deliver real impact to our clients.”
PRISM is already active with clients such as Medianews4u.com, Radaan Media, and several leading television brands. With Dhanam’s partnership and the expansion of its leadership network, Artha Digital Initiatives is well-positioned to become a trusted growth architect for media organizations across India.
