Zee Telefilms and Turner International India have expanded their relationship in India.

Turner will now be the advertising sales agent for Zee's English entertainment and lifestyle channels Zee English, Zee MGM and the recently launched Trendz channel. The new arrangement will be effective from July 1.

As per the new agreement, Turner will use its in-house resources in India and globally to promote channels to advertisers in India and work with clients and agencies to increase advertising revenues on the channels.

These additional three channels augment the variety of Turner to advertisers, adding general entertainment, movies and fashion to its existing line-up of entertainment and news provided through Cartoon Network and CNN.

Turner will be working closely with the Zee team to create effective solutions and will also expand its sales team to sell these three properties.

On the new arrangement, Dev Naganand, director, Zee Telefilms, said, "Turner has the required expertise in advertising and sales of English channels. Zee's properties, which are gaining in popularity and appeal will benefit from this association."

Anshuman Misra, managing director, Turner International India, said, "We are pleased to leverage our sales expertise to expand our partnership with Zee. With the additional channels we have expanded our portfolio with which we can come up with more innovative packages for advertisers to target consumers in a broader demographic spectrum."

This agreement is an extension of the earlier joint venture between the two companies which was formed in December 2001.

The joint venture was formed to manage distribution and marketing of the bouquet of channels of both Zee and Turner networks as well as third party channels in South Asia.