Anjali Rao quits CNN and enters partnership with The Media Village

Edwards is looking to produce "bespoke programming" for various outputs including TV, web, tablet, mobile and IPTV for the Asian region that will "complement and enhance Anjali's personality traits".

Particularly, the new programming outputs will also allow "brands to intersect with content in ways that are more relevant and credible than what we seem to be seeing in our part of the world currently," Edwards said.

Founded in 2004, The Media Company already has working formats with regional broadcast networks in different markets, and expects to have Anjali back on air soon.

Edwards told Campaign that India may be one of the key markets targeted,  in order to capitalise on Anjali's partly-Indian heritage.

He emphasised that the changing media landscape is influencing the company's business strategy to make full use of the shift in the audience's viewing habits.

"There is a trend away from 'appointment televison' towards 'time-shifted viewing' that requires primary and secondary windows of distribution - from TV to mobile devices to DVDs and to streaming media on the internet," he said.

Gullan added, “We’re excited by the trends emerging in the digital space. Time-shifted viewing across multiple platforms has changed the way people consume media and we want Anjali to be at the forefront of this in Asia.”