New Delhi: The Cell, a creative division of Network 18 that makes all the promotionals and campaigns in the television networks IBN and CNBC, has expanded its operations.

It has entered the direct client-servicing sector as a large player, spreading its wings to tap the market potential.

The Cell has been re-named Cell 18. The one-stop advertising unit, which offers integrated (multiple point) media solutions, was so long working on in-house projects.

The company decided to test the waters outside the network in the fourth quarter of the last financial year, a press statement said Tuesday.

"Since January, February and March, we have been exploring the market outside the network, working directly with clients like television channels (other than our own), high-end corporate houses, advertising agencies and individual clients," Zubin Driver, head of Cell 18, told IANS from Mumbai.

He said Cell 18 has already got business worth Rs.20.6 million. The expansion was part of a massive brand building exercise to re-position the unit as a strategically creative brand in the advertising and media segments.