The purity of a person's heart can be quickly measured by how they regard animals," even if they are not real, believes animal collector Meenakshi Madhvani , Founder & Managing Partner Spatial Access Solutions in conversation with Correspondent Nidhi Jain .

Love animals --- as a child always had pets. Dogs, cats, chickens, a pig and even a pet snake. Unfortunately a flat is Bombay is not the right environment for animals and I have not had a pet for a long, long time! There was something missing and I decided to fill the gap with a surrogate. It all began by my buying a big bronze pig! He was followed by a papier mache frog, then a pair of marble dogs I found in Chor Bazaar...

Collecting animals-- for the last 5 years. I am not too concerned about the material they are made off. But they need to appeal to me.
My husband jokes that I have a meenagerie! My family & friends indulge me by adding to my collection. A stone Hippo was carried back from Africa by a friend. My brother-in-law got back a wonderful Giraffe from South Africa carved out of a single block of wood. Another Brother-in-law gave me a crystal cat & mouse!

Bit crazy -- when it comes to my animals? I like seeing them every day and move them around the house to new locations (almost like giving them a fresh view of their living quarters every once in a while!
I know that one of these days I will have a place in the country and will be able to have my animal friends around me once again.

Finally a book on one of the most underplayed subjects in recent times- Customer Relationship Management. Creating Customer Delight: The How and Why of CRM authored by Rakesh Seth and Kirti Seth covers a plethora of subjects which are significantly crucial to the success of any organisation. The trigger points used in the book are market competition, wider consumer choice, fragmentation of the media along with the advent of the new media; technological advances and newer concepts like personalised customer management.

The book first looks at today's business environment where the customer is no more an underdog with choice restrictions, but the entity in command who can dictate the business decisions and marketing strategies.

The first chapter, The Growing Need for CRM puts into perspective today's highly competitive market environment, thanks to retail explosion and liberalisation. The theory of competition-centric marketing and the underlying customer relationship techniques are explained by analysing classic campaigns such as the cola wars, when the Pepsi and Coke marketing responses were determined by each other.The authors make it a point to talk about the importance of existing customers as companies tend to ignore the customer once the deal is over and think about only a prospect customer while planning the next steps. The sub-section analyses the significant role played by word-of-mouth publicity, a free-of-cost one, coming from a satisfied and loyal customer in a product's success in the market.

The Seths have something for the media as well. The second chapter, Taking an Integrated Approach details the significance of the present media segmentation to the business industry from a CRM point of view. Given the current fragmentation of the media the need of the hour is an integrated media approach. Then there is the emergence of new four Ps - Positioning, Passion, People and Personality to power the new strategy.

In the present scenario where Business Process Outsourcing (BPO) is on a roll, CRM in Call Centres would sound very topical. Here, the authors try to break the myth that carelines are just for complaints. The argument is that - "Ideally, a careline should be set up not only to handle complaints but also to provide assistance in using the product."

But the book is not devoid of some debatable comments. Consider, the introductory statement - `Successful CRM is what successful enterprise is all about. Every other discipline is secondary, be it marketing, finance, sales or IT.' One also gets a feeling that to explain the basic concepts of CRM the author has spent a lot of space as compared to the other important topics like database management and marketing strategies.

Overall, interlaced with interesting anecdotes and case studies from the real corporate world, the book depicts the core subject in a very convincing and easy-to-gather manner.

About the Author - Ammu Joseph is an independent journalist based in Bangalore, India. She writes extensively on issues relating to gender, human development and the media. Previous publications include Storylines: Conversations with women writers, Just Between Us: Women speak about their writing (with four co-authors), Terror, Counter-Terror:Women Speak Out, and Whose News? The Media and Women's Issues.

Making News:Women in Journalism brings together the personal stories and professional assessments of more than 200 women, including familiar names such as Bachi Karkaria, Kalpana Sharma, Malini Parthasarathy, Mrinal Pande, Shobhaa De and Tavleen Singh. Capturing the experiences, opinions and distinct attitudes of a wide range of female journalists in print media, this book offers key insights into their views on their profession in general, as well as their perceptions of their own individual roles.

Ammu Joseph, a long-time media consultant and observer, analyses the various ways in which gender and gender-related issues affect women in journalism, and presents a frank and forthright picture of the ups and downs of this fascinating field. She traces the history of women's involvement in the mainstream media and probes the diverse perspectives of women working in different parts of the country, in various languages, in both small towns and big cities - some just starting out in their careers and others who are already well established.

Their voices reflect a gamut of complex issues - from sexual harassment at the workplace to marginalization and discrimination in a largely male-dominated profession. The book is also gives a synoptic view of the dilemmas which confront women in the media It also combines solid data and analytical depth with some brilliant researched book on women in the media in India. The author casts a damning spotlight on newsrooms in the world's most populous democracy that mirrors the reality across the globe.

In recent years substantial numbers of women have opted for, and achieved great success in journalism. However, as an occupation it has not received intensive scrutiny from within the profession, by women journalists themselves. Making News delves into the ground realities, as well as the exciting possibilities of a career in print media.

From IIM to Leo Burnett Arvind Sharma, who has a management degree from IIM Ahmedabad, spent the first couple of years in marketing at Voltas. From Clarion McCann to being an account director in Chaitra, Sharma has been the chairman and CEO for Leo Burnett for some years now.

Around the world
I travel a lot for both work and pleasure. It is my passion to explore new and rich places, which have historic culture and heritage. I love meeting people from different walks of life and therefore I can spend hours at the Caf? Lapays in Paris. Here, one can find people from almost all walks of life. In Paris, there are a lot of French restaurants and you get to see a mix and match of humanities of all kinds.

Naturally balanced food for me
I am a non-vegetarian and have tried almost all cuisine in the world. I love Japanese, French and Italian food. There's only one thing I don't like -- mixing and matching different kinds of food. Everything has its own balance and taste, which should not be disturbed.

The stakes that I had in Chicago were just amazing. I love eating the Gujarati thali and then, not to forget, I have a big sweet tooth and can't resist eating moose and gajar ka halwa.

No spirituality, only physicality is my mantra
I've been doing yoga since I was four years old. Now it's become a habit to take out time at least two to three times a week for yoga. I learnt the art of yoga from my dad as he was totally into it. I don't believe in spirituality but from the view of physicality, I consider yoga to be the best remedy of all health problems.

Where's the time to?
For the last couple of years, all that I have managed to read are magazines. Nowadays who has the time to read as such? And then with the kind of schedule I keep, I rarely get time to browse the internet. Net is the need of the hour and is the easiest way to know about the world, fashion, happenings and everything that is required to keep you updated.

Movies rarely happen
I'm not much into music and movies. I do keep a track of what's new and happening in every field, be it fashion, movies or music. But I don't really get the time to go out for movies.

Relaxation for me is?
For me, relaxing is not about doing nothing, it's about doing a lot of things which interest me. We have a farm house in Alibagh, which is one of my favourite haunts. It's just three acres of grass where I can do what I love the most -- sleep under the biggest ceiling, the sky. I consider this the best way to relax and release stress. Every three weeks I land up there with my wife Poppy, who is a writer, daughter Ishita and son Akshay.

Name: Nandini Gupta

Designation: Senior Executive Producer, Sony Entertainment Television

Sun Sign: Capricorn, 27 December

Education
After my higher secondary at HR College of Commerce in Mumbai, I joined Osmania University for undergradute studies. After completing B Com, I pursued Masters in Commerce from Hong Kong University.

Experience
Currently I am working as a senior executive producer with Sony Entertainment Television (SET). Prior to this, I worked with with Television 18 for seven years. At Sony Entertainment Television I am directing a wide variety of shows.

I have been the programme director for the India special series of the Australian show AXN Who Dares Wins, anchored by Mike Whitney. I have also been associated with the studio-based talent-cum-entertainment show on Star Plus Kya Masti Kya Dhoom. Anchored by Sonali Bendre, the show was directed on a eight camera.

I have also directed a film personalities based chat show anchored by Ruby Bhatia called Kinetic Mega Show. During the course of this show, I got an opportunity to interact with celebrities like Amitabh Bachchan, Madhuri Dixit, Shah Rukh Khan, Karisma Kapoor and Akshay Kumar.

Among the memorable shows that I was associated with was a one hour special on the homecoming of Miss World and Miss Asia Pacific on Sony Entertainment, We are the World. I directed the show organised by the Times of India for the homecoming of Priyanka Chopra and Diya Mirza. It was shot in Mumbai, Delhi, Bareilly and Hyderabad. Later I also directed the one hour feature on the homecoming of Miss Universe Lara Dutta, which was again organised by the Times of India. It was shot in Mumbai, Delhi and Bangalore.

During my tenure with Television 18, I was an associate director of a pop music countdown show Popularly Yours aired on Home TV. Besides, I was also associate director for a one hour, on-the-road music countdown show, hosted by Mahima Chowdhary and Roshan Abbas called Public Demand.

Prior to that I had worked on a celebrity chat show hosted by Nikki Bedi on Star Plus called Nikki Tonite and a daily Game show aired on SET, A Double O Slip. Prior to that I was a correspondent on Star Plus' lifestyle-cum-entertainment show Amul India Show.

While I was at Hong Kong, I had filed stories for a picture based entertainment news show on Star Plus, anchored by John Moorhead and Kamal Sidhu. Called India Business Report, it was a weekly business show, anchored by Raghav Bahl BBC.

Job Profile
Currently I am the executive producer of various shows on Sony Entertainment Television. Primarily, I am in charge of Naved Jaffrey and Ravi Behl anchored talent hunt show Boggie Woogie.

Television as career choice
I would have never been satisfied doing a routine nine to five desk job. Which is why the media industry suits me. Here, every day is different, every show is different.

Current Television scenario
Everything is driven by TRPs. Anything that works, is copied. Which is why all programmes look similar. No one wants to risk trying a completely new genre of programming.

Five years from now
I don't know. I take each day as it comes

Hobbies
I love reading and travellingIdea of enjoyment
Watching a really hilarious movie

Name: Namrata Tata

Designation: Senior Executive, Ad Sales, NDTV 24X7

Sun Sign: Virgo, 6 September 1978

Education
I completed my schooling from Greenland School in Breach Candy, Mumbai. Later I joined MMK College in Bandra from where I graduated in Commerce

Experience
I started my career with Mata Securities as a Money Market dealer. I was dealing in the debt market facilitating buying and selling of government securities amid the various players in the market such as banks, mutual funds, financial institutions and primary dealers.

Post MATA, I joined Star India Pvt Ltd and was responsible for ad sales on Star News and National Geographic Channel. I am currently working with NDTV Media and am responsible for ad sales on NDTV 24x7.

Job Profile
At NDTV Media, we work as a team. Contrary to being an hard task, work at NDTV is fun. Here I have freedom to grow. It helps me perform and drives me to push myself to excel. It is so unlike the 'MNC culture'. Everyone cuts across the designation boundary, nobody is unapproachable or high strung. We are a bunch of emotional people, who feel strong about what we do.

I am responsible for generating 50 per cent of the revenues for the channel from the western region. I also have to focus on the new business development.

Television as career choice
Media was something that I was fascinated with even as I was graduating from college. When I got an opportunity to work at a TV station, I seized it. The opportunity allowed me to pursue a career in an industry that had always fascinated me.

Exposure to dynamic medium, where rules of the game change everyday was a fascinating opportunity. It hasn't been long, but within a short span of time, I have harnessed my skills. It was here that I realised my aptitude both as a people's person and of inborn seller. I absolutely love interacting with various kinds of people

Current Television scenario
Imagine a market like India with 40 million C&S households and every person glued to the TV sets for more than two hours per day. That's the power of television for you, hence I feel fortunate enough to be a part of the industry.

The industry is going through major changes right now which only makes it more interesting and stimulating. India is probably one of the only countries in the world with highest number of channels. With the implementation of CAS and the markets maturing, I feel there will be a shakeout and only the best two or three players in each genre will survive.

As far as the opinion of the viewer goes, I really don't have the time to watch the television, so can't help you there. But whatever little time I get, I tune in to NDTV even at home. I just remember one thing that Raj Nayak had said, "If you have to sell something you have to do it with passion. You can't sell something that you are yourself not passionate about."

Rights and wrongs about current TV scenario
I feel sad that media is treated as a commodity than a vehicle. It is also unfortunate that almost all planners/buyers, who are responsible for thousands of crores of rupees, work so hard crunching numbers in office till late at night, that they actually do not consume the product on which they spend their money.

My little experience has taught me that there is a life beyond numbers especially in television and you need to spend time watching television to get a sense and feel of the product and the environment the channel provides. I genuinely feel that ad agencies should have TV sets in their offices for planners/buyers.

Five years from now
I live for today and at this moment, I eat, breathe and sleep NDTV. In an industry that is so dynamic, it is extremely difficult to predict what is going to happen in five year. I am a firm believer in a song that I grew up with Que Sera Sera. So perhaps in five year's time, I will expect NDTV to have a bouquet of channels. I should be growing with the organisation.

Hobbies
Painting... the town red!

Idea of enjoyment
"To see the world in a grain of sand, And heaven in a wild flower, Hold infinity in the palm of your hand, And eternity in an hour"

I love life and enjoy every moment of it...