Name: Prakash Ramchandani

Designation: Manager - marketing - Sony MAX

Sun Sign: Cancer, 27 June, 1974

Educational Experience
Management studies from Douglas Mawson Institute - Adelaide, Australia.

Bachelor in Commerce - Narsee Monjee College of Commerce and Economics.

Professional Experience
My total work experience is five years plus. I have been with MAX since the last three years. Prior to this, I was in advertising for two years working with Ambience D' Arcy in client servicing. I serviced key accounts such a Proctor & Gamble (Vicks), Philips (domestic appliances and personal care) and Marico (Sil).

I also had a short stint with Vyas Giannetti Creative in client servicing. Our key clients were Sony Entertainment Television and AXN.

Job Profile
As the manager - marketing at MAX (Sony Entertainment Television), I drive MAX's event and promotion initiatives to create excitement and buzz around the brand round the year. I am also involved in consumer activation, alliances events and contests.

Recent key projects: Event promotion to promote the ICC Cricket World Cup, South Africa 2003.

Gully Cricket with Kapil Dev - This was a 12 city event campaign across the country. MAX viewers got the opportunity to rub shoulders and face the World Cup winning Indian captain - Kapil Dev. It was a very successful campaign and achieved great PR mileage.

I conceptualised and executed an idea for a movie time band which is called Mera Movie. MAX viewers can click and chose their favourite movie on the net which is played out every Sunday at 9 pm. There are a high number of loyal audiences for this time band.

Television as career choice
I was fortunate to look at television from a programming point of view during my college days. As an assistant director, I had an opportunity to look at a product (Hindi TV serial - Aankhen) I worked on, that reached out to millions of viewers.

When I finished my studies, I decided to get into this dynamic industry and learn. However, it was not easy but I did get the opportunity after working in advertising for a couple of years.

When I got an offer for marketing at MAX, I took it to pursue my experience in television and keen to learn more and grow.

Current television scenario
Cable and satellite television is comparatively a very new industry. It is changing rapidly and evolving... change in every aspect. If you look at distribution, it is a very key source of revenue generation.

There was a time when one was really not focussed on this area till one saw the potential. Now, we are talking about CAS (Conditional Access System) coming in and who knows what is in store once it is actually implemented?

From a programming and content point of view - professionals need to take more risk and think of formats that are designed to suit the Indian audiences.

Nowadays, it is more of a follow-the-leader approach - it always doesn't work for everyone. There is a need to experiment to make the difference... one has to adapt and welcome change in this growing environment.

Sports is another big industry in which there may be one or two games which are popular in India. There is a lot in store to explore in this industry but television companies and sports federations need to work together.

Of course, there will be investments made because when you introduce a sport or promote it - the viewer first needs to be educated about it to make sure there is a certain level of interest to watch the game.

Right and wrong about current marketing scenario
It is too early to comment on what is wrong or right. The industry is still to evolve - we, as TV professionals, have to keep our thinking hats on and mature it.

Certainly, there is a need for training and development in this field. I certainly feel that industry knowledge needs to be imparted.

Given the day to day operations, one needs to look beyond ones work profile. As I mentioned earlier, one needs to experiment with content and promotion. Unless one fails and learns from trying new ways, this industry will become stagnant.

Five years from now
My focus has been marketing and I have had experience in consumer and trade marketing, alliances and events.

In the next five years, I would also probably have gained international experience by then. Surely I would see myself directing a marketing team.

Hobbies
Squash, gymnasium, music.

Idea of enjoyment
I enjoy travelling the most - be it with family, friends or even official travel. You certainly learn a lot while travelling.

Name: Seema Nayak

Designation: Associate Media Director - The Mediaedge

Sun Sign: Taurus

Educational Experience
Post Graduate with specialization in Media Planning from Mudra Institute of Communications, Ahmedabad.

Bachelor of Dental Surgery, Mumbai University.

Professional Experience
My professional life has been a mix of seemingly bizarre, but personally rewarding, career decisions. Soon after qualifying to be a dental surgeon, I joined the Army Dental Corps. Served a Short Service Commission and was released as a Captain.

In advertising, I did my management training at Trikaya Grey, Mumbai, then a short stint in O&M which I quit to head Rediffusion's media department in Bangalore. Since the last two years I am with The Mediaedge in Mumbai.

Job Profile
I am the Business head of a team working on an AOR account.

Advertising as career choice
After a few months of practicing as a dentist, it dawned on me that peering at people's mouths for a living (however cushy or lucrative it may be) was just not the way I wanted it. So though I loved my stint in the Indian Army, I decided not to take up a permanent commission.

Back in the "civil" world, advertising was then beginning to boom. Media services were coming to their own, and this seemed to be my calling. However, instead of jumping into it as a greenhorn, I sat for the CAT exam, got selected for MICA and specialized in media planning.

Since then, by God's grace, there has been no looking back, and absolutely no regrets!!!

Current Advertising scenario
Advertising in India is as resilient as the Indian people - it has withstood all doomsday predictions and has been less affected by recessionary trends than its global partners.

Clients are now savvier, thus ensuring that advertising is more accountable and professional. And the ad agency is in reality becoming an important cog in the marketing wheel.

Right and wrong about current Advertising scenario
Avoidables: The dangerous trend of big fish swallowing the smaller ones, decisions being based on bottom lines, savings on media rates as the benchmark for performance, one-upmanship that some feel compelled to practise, high fragmentation of media, commissions being questioned, too much emphasis on numbers/research, brand endorsements by Indian cricket team.

Encouraging signs: Logo sizes becoming smaller, media TAs moving beyond client's wife and neighbour, media being given its due at last, brand endorsements by Aamir Khan.

As far as bringing about a change in the ad world I would rather continue to let my work speak for me, and try to soften the numbers games with a few qualitative inputs.

Five years from now
Five years? Most probably, I would be out of the advertising world.

But ideally I would like to leave behind a world where there is healthy competition, where there is place for everyone, where the need to constantly look over the shoulder ceases to exist, where credit is given where it is due, and where media agencies, media vendors and clients are partners in the true sense.

Hobbies
I am a voracious reader (earlier of fiction, now of The Word). And when I am not sleeping, I am eating.

Idea of enjoyment
At work - winning an account and more importantly, keeping it. Working with my team. Getting a pat from the client. Striking a great deal. Otherwise - going home to Goa, spending time with my family and God.

Name: Radhika Iyengar

Designation: Voice-over artist

Sun Sign: Aquarius, 29 January

Educational Experience
I did my B.A in sociology and psychology from Sophia College, Mumbai. Then I did a diploma course in social communication media from Sophia Polytechnic.

I've also attended acting workshops at The Lee Strasberg Acting Studio in New York, USA and TV workshops at New York University School of Continuing Education.

Professional Experience
I can call myself an all round media professional with experience in television, radio, voicing and advertising. For the TV medium, my experience has ranged from concept to anchoring.

For radio, I have designed and hosted music programs for Times FM, conducted celebrity interviews for AIR FM and hosted specials for Radio Star.

My voicing experience has included documentaries, multimedia content and ads. In advertising, my experience has been in writing and creative direction.

I have anchored a news show called Business Monitor for Nimbus telecast on DD News. I was also the concept / content consultant and anchor for The Medium, a 13-episode program on advertising and marketing for Zed TV. I've also anchored a series of fillers for Lexicon for Zed TV.

On the voicing front I have done multimedia, documentaries and ads for radio and TV. I have also lent my voice for the character of Lord Krishna's mother Devaki for Karadi Tales (in the cassette titled Birth of Krishna).

In the advertising medium I was the consultant creative director with Interact+Vision, Mumbai from November 1998 to May 1999. Prior to that I rose to become the creative controller at Trikaya Grey. I was with Grey from July 1989 to September 1998.

Career choice as a voice-over artist
Voicing is creative and I enjoy the performing and emoting aspect of it. It is my way of expressing myself as it takes you to different worlds as you use your imagination to play different characters in different situations. It also lets you be different people. And, hey, at the end of the day it is a lot of fun!!

Current voicing scenario
Currently, there is a lot of scope for voicing in India, what with so many TV channels, radio and multimedia. But the top few artists who have been around for several years are definitely in a position of strength and for them, it is financially very rewarding whereas the newer lot do have to struggle initially to get a break and may not always get the fees they ask for.

Competition faced
Oh yes, it is a very competitive field as there are many aspirants entering the field. Also top producers are usually hesitant to try out new talent as they prefer to play safe. Also clients may not always be open to new voices. So it is difficult to break into the top league. In a field like this you have to be consistently good... to ensure a regular flow of work.

Future of voicing in India
There is a lot of scope in this field as I mentioned earlier. What one needs is a certain amount of professional training, dedication, passion and great persistence.

Five years from now
Ah, five years from now? perhaps continuing to be in voicing and the world of media.

I would also love to be involved with children's works, I would love to bring out audio cassettes for kids. Hopefully I will achieve that in the near future.

Hobbies
I love reading, watching movies, plays, listening to music and travelling.

Idea of enjoyment
There's nothing like enjoying a good night's sleep, waking up late and lolling around with the papers over a cup of ginger tea.

Name: Ritabrata Saha

Designation:  Junior copywriter - J Walter Thompson (Kolkata)

Sun Sign: Capricorn, 30 December 1978

Educational Experience
To begin with, I was born in Goa. Stayed in interesting places like Bhutan, Arunachal Pradesh, Goa, Bombay and Kolkata.

I studied in Kendriya Vidyalaya, Bombay. Took science after my twelfth and got enrolled in Ruia College for a B Sc degree. Then came to Kolkata right in the middle of the year because my father got transferred. There I got enrolled in Netaji Nagar College and did B Com with honours in accountancy.

After that it was time for some post graduate diplomas... so I did mass communication from the University of Calcutta.

Professional Experience
I was always very fascinated by the media and I still have a dream of working for National Geographic or Discovery some day as a travel correspondent. The reason being... my love affair with the Himalayas.

I did my internship at The Hindustan Times from April 2001 and continued writing there till January 2002.

But somehow reporting for the press wasn't exciting me enough creatively. I mean... it was the same day-to-day hard reality stories. I also tried my hand at soft news like fashion and night life... only to be completely turned off.

I worked in Ogilvy & Mather (Kolkata) for three months. Got a first hand knowledge of what the advertising business was all about. The accounts I worked mainly on were Hutch, GKB Opticals, British Council, Bisk Farm and a couple of others. Then I shifted to J Walter Thompson in April 2003 (mainly for the extra remuneration that I was promised there!).

I have been in the advertising industry for roughly a year and three months. I'm relatively new in the field and hence have miles to go before I become a Piyush Pandey or a Prasoon Joshi.

Job ProfileI'm a junior copywriter in J Walter Thompson. Writing copy and trying to crack ideas sums up my job profile.

Currently I'm working on brands like Pepsi, The Telegraph, Tata Tiscon, Rupa, Bata and ITC cigarettes. Till date I've done three television commercials and a number of press ads and campaigns. I just finished work on two TVCs for Khaitan and one for Bata. The Khaitan ads should be on air by early May.

Advertising as career choice
Now that's a toughie. I was a reporter for six months in HT. But doing the same routine job really put me off. And anyway, brands were things which always fascinated me.

Finally I had had enough of reporting and one fine day in February, I left my reporting job and walked into Ogilvy & Mather and spoke to the creative director about my desire to work as a copywriter. And that's where it all started!!

Current Advertising scenario
The quality of creativity has gone sky high, almost meeting international standards. Creativity-wise the sector is booming. Indians have recently won at the Cannes. But the overall recession has affected the ad sector. I'll be glad if it is over soon.

Right and wrong about current advertising scenario
That's toughie number two... The overall gloom in the market is bad. Agencies are having their budgets slashed. The rest seems to be fine.

Five years from now
On top of Mount Everest. Well... jokes apart, I really don't know where I'll be. But I know that I'll be riding a Harley Davidson to work!

Hobbies
Trekking and listening to rock music.

Idea of enjoyment
Slugging it out on high mountains. I can spend countless days over there with good company, snow and without civilisation.

Name: Pankaj Sharma

Job Profile: Actor

Sun Sign: Cancer, 10 July 1976

Educational Experience
I'm originally from Bombay. After I finished my schooling, I went to Delhi and did my graduation from Hindu College. I haven't done any professional course in acting, just attended a month's acting workshop in college where professionals from the National School of Drama (NSD) taught us the basics.

Professional Experience
When I was in Delhi, I worked in a serial called School Days, which aired on DD1. I came back to Bombay since my parents were based here.

I got an opportunity to work in serials and there began my serious career as an actor. I've worked in Amaanat, Sanjhi, Aan which aired on Zee TV. Then I also worked in a serial called Daddy Samjha Karo (Sab TV) and Bazaar which aired on DD1.

I've also done a few commercials like an ad for Coke which airs only in south east Asian countries. I've featured in ads for brands like Close Up, Frooti, Fortune Oil, Pizza Corner and Rediff.com.

Currently, I'm not doing any serials. I'm working in two movies right now but it's too early to talk about either of them and I don't want to disclose any names. One of the movies is a college based story and has newcomers in it. I play the main lead wherein I'm narrating throughout the movie. It's a very fresh movie.

Television as career choice
I was always very actively involved in stage shows during my school days. I had a keen interest in acting and always wanted to make a career of it and hence I am here.

Current television scenario
Currently the serials that are aired on television are all women oriented serials. There is hardly any scope for a man to perform. We become mere property in these serials and don't have any acting options.

But hopefully things will change. There are a few good serials on Sahara TV which are different from the cliched serials that are shown today. So things will get better.

Five years from now On top of the charts !! Hope to see my posters hanging on the bedroom walls of all the girls!!

Well....on a more serious note, I am open to doing serials but I want to give myself four or five months to sink into the film industry and get familiar with it. At the end of the day my aim is to make it big in the industry.

Hobbies
I like swimming and playing snooker. Since my dad has been associated with the Indian Navy, I have tried all types of adventure sports like scuba diving, para sailing etc, but I wouldn't call it as a hobby because I don't do it on a regular basis.

Idea of enjoyment
I love going out with friends and chilling out. I basically am a person who does my own thing and I'm happy doing just that !

Name: Archana Karulkar

Designation: General Manager Administration & HR (Mumbai) - Television Eighteen India Ltd

Sun Sign: Taurus, 13 May 1961

Educational Experience
B.Sc Nutrition Major from SNDT University in Mumbai.

Post Graduate Diploma in Nutrition & Dietetics from Institute of Hotel Management, Catering Technology & Applied Nutrition (IHMCTAN) in Mumbai.

Professional Experience
My professional experiences are as varied as my life experiences. As a full time air force wife I travelled extensively and lived in places as diverse as Avantipur in J&K to Belgaum in Karnataka. From teaching in air force schools to a career in television my professional life has been quite wide ranging.

Job Profile
At Television Eighteen my work profile is an unusual mix of line and staff functions. As the General Manager administration & HR, I play a critical role of not just handling day-to-day activities but also assisting various departments in smooth functioning.

For a television channel the most important resource is the people. Which is why it is immensely important that the person handling HRD (Human Resource Development) is a television professional and has a complete understanding of how a production and broadcast house functions.

My broadcast experience dates back to the days when I used to manage high profile guests for ABNi, moving on to reporting for the same. In the entertainment genre, I have been a producer for a range of shows like Kinetic Mega Show on Star Plus and Fan Club on SABe TV.

At Television Eighteen, besides the above functions I also manage reputed on-ground events like CNBC India's prestigious annual Mutual Fund Awards, Auto Awards, Managing India Brainstorm to name just a few.

Television as career choice
As I travelled and gathered experiences, I figured that connecting and communicating with people came quite naturally to me. It all began as an opportunity to utilise these skills and since then has evolved into a very challenging and fulfilling career.

The sheer power of the medium, its reach and ability to change lives through information makes it a highly exciting platform.

Current Television scenario
I think it?s at an exciting stage. Like any media business it has its shares of fads and fallacies but the overall quality is excellent. The discerning Indian viewer makes sure of that!

Right and wrong about current television scenario
Rights and wrongs are not absolutes; there are mistakes sometimes, which a tough audience will not allow you to repeat.

Expectations and pressures are both high and so are burnouts amongst professionals. Talented professionals are constantly drawn to this industry but somewhere they stop getting the time to reflect, retrain, unlearn and learn new things.

Nurturing talent and self-development is an area where I feel the industry will have to make some investments.

Hobbies
It is not so much of a hobby as a passion... I work closely with the Make a Wish Foundation and help fulfill wishes for terminally ill children. Their wish list often includes meeting with stars, cricketers and other role models. And my media background helps me make these wishes come true.

Five years from now
In this business we are oriented to much smaller time frames, five years is a lifetime away... Making a difference in the medium that makes a difference is the underlining objective each day.

Idea of enjoyment A good day at work, reading a romance on a rainy day, chatting online with my sister and taking off to my farmhouse in Umbergaon with my husband and son.