MEDIA & ENTERTAINMENT INSIGHTS INDIA EDITION APRIL 2010

GAME CHANGERS 03

3 Idiots Reena Singh Editor the nation this year and is making an impact the nation this year on the Indian sports entertainment sector chang- three game feature We cricket. beyond has impacted revolutionary work ers whose the entertainment industry on a global level. Korn/Ferry their list International sent over executives Asian female of remarkable South to know should get decided that you and we Vinod Chopra’s them in our pages. was a laugh-out-loud hit, but it didn’t merely merely didn’t it but hit, laugh-out-loud a was make its mark on the box The office. film’s game online and site Internet successful uber has given marketers in India something to launching future campaigns. consider when for me this year changed the game Personally, because of all to our magazine with regards offered their exper- the talented people who to our patient and A special thank you tise. extraordinary Elena Kapintcheva. designer vol- well as those of our other Her profile as Page Contributor’s our in featured are unteers a moment to meet them all. so please take Sometimes two. a village. It takes We hope you find the pages ahead ofyou informative and interesting. But most of all leisure taking read them in your hope you we has happened what the time to absorb how is to come next. is shaping what Enjoy. This year’s DLF Indian Premier League T20 tournament tore Premier DLF Indian through the cricket obsessed country League transforming This year’s Akhtar cheer on the Kapoor and Farhan Kunal the Indian sports entertainment Here Elina Meswani, arena. 2010 with the Chennai Super Kings played at BrabourneMumbai Indians during a match Stadium on March 25, Shah-IPL 2010/IPL via Getty Images) Yogen (Photo by India. in Mumbai, We can’t believe that it has been a year since since year a been has it that believe can’t We jubilant Oscar® win. Millionaire’s Slumdog So much has happened and continues to change.The news so fast especially moves in the Indian Media and Entertainment space growth about growth, the talk is always where and more growth. felt it was we With the world spinning so fast, important things with this to accomplish two cur- what’s you on first is to informThe issue. rently happening. PricewaterhouseCoopers’ Deborah Bothun gives us the broad strokes on the current state of affairs in the Indian Media and Entertainment Industry. is quite contraryOur second objective to the actually we because in live we world fast-paced slow it down a bit to in order to gain some the past has formed on how the perspective present. For most of it’s us, as if life speeds through little opportunity to pause or– a lens leaving We don’t see all for reflection. –rewind yikes the precious plot points along our journey led to the part of the storythat have where the spotlight currently shines. indulged we’ve issue, this together putting in So changing achievements, the game in savoring come that coincidences magical and moments to form of today. news the exciting together the astonishing Indian Premier For example, through blazed that frenzy competition League the editor letter from

y all age wards the Editor . Go! . et. But the scenario is changing. et. Y y. Set y. Slumdog Billionaire has been happening between A roundup of what since last year. and Bollywood Hollywood Going Strong Showmance climate is still bright for dealmaking. economic India’s The Korn/Ferry International in the world. Asian executives The top female South … Gradu Going Digital a big hit media is not films through new Marketing in India. IFFLA Industry A Leadership Fox Films International Sanford Panitch, India STAR Shankar, Uday Read is on for a new but the game still be King, may Cricket sports entertainment in India’s industry. field of players on spotlight and The remarkable father-son team Rakesh Hrithik Roshan. Letter from ’s P Contributor Meet our all-star team. Game ChangerS Every comes along and someone once in a while Here are the people level. to a new game the takes stand apart from the rest. who 03 04 08 12 16 18 28 32 36 42 content

LETTER FROM 02 THE EDITOR contributors While attending the College for Creative Studies in Michigan, Kapintcheva was recruited as 04 the in-house designer by the Lear Corporation and took part in the creation of their SAE

C ontrib u tors meet our all-star team International display in 2006. Today Kapintcheva has her own graphic design studio in Bulgaria where she works on various projects for The National Commission Against Human 05 Deborah Bothun is a Partner in the Advisory practice in the Los Angeles office of Pricewaterhouse- Elena Trafficking, the Ministry of Education and others. She also works on US-based projects Coopers. She leads the US Advisory Entertainment, Media and Communications practice, Kapintcheva including designing AMEC’s quarterly Media & Entertainment Insights magazine. Additionally focusing on assisting clients in adapting to the changing content and distribution marketplace. Kapintcheva collaborates closely on projects with the non-profit organization Artists United Ms. Bothun specializes in market entry analysis, commercial and financial due diligence, for Social Justice as well as with actor, humanitarian, and filmmaker Michael Cory Davis. DEBORAH corporate business planning and strategy, and crisis management. Ms. Bothun has over 20 BOTHUN years of experience working with Fortune 500 E&M clients. In her global responsibilities, Ms. Bothun has travelled across the world, including India, where she has consulted with many of Ms. Marouda was born on Crete, Greece. With a BA in International Relations from the Athens the largest entertainment and media companies. University of Economics and having worked in marketing for United Colors of Benetton in Greece and Italy as well the fashion brand Caramelo in La Coruna, Spain, she came to the A recognized industry expert, Ms. Bothun has been featured at several industry conferences, United States to complete her graduate education. She was awarded a Masters in Business and she is frequently quoted in trade publications on industry issues and topics. Her recent CHRISTINA Administration from California State University at Long Beach. As a graduate of this institution contributions to PricewaterhouseCoopers’ thought leadership include, “How to Capitalize on MAROUDA I am familiar with its MBA program and personally know several of the professors. After Lifestyle Advertising in a Customer-Centric World”, “Breaking Down the Walls: How an Open receiving her MBA, Ms. Marouda worked in prominent executive roles in the entertainment Business Model is Now the Convergence Imperative”, and “The Rise of Lifestyle Media: industry before launching the Indian Film Festival of Los Angeles. In 2001, after working in Achieving Success in the Digital Convergence Era”. the New Media and Marketing department at Trimark Pictures and Lions Gate Entertainment, Ms Marouda entered the film festival arena when she worked closely with the Director of Programming at the American Film Institute (AFI) Film Festival. In 2002, she worked with the Preeti Chandan is a Los Angeles based freelance journalist who has been writing on various Programming and Marketing Coordinator at the Los Angeles Film Festival. Since then she subjects, including Indian films, for nearly 20 years. Her articles have appeared in India has been working with AFI FEST as the Director of the Filmmaker Office and Guests Service. Today, India West, India Abroad, The Times of India, rediff.com and The Press Enterprise. In 2002, Ms Marouda took the ambitious initiative to establish the Indian Film Festival of Los Angeles (IFFLA) as a non-profit organization, the first and only film festival in the U.S. preeti dedicated to showcasing films from and about India by Indian and international filmmakers. chandan The festival premiered successfully in April of 2003 at ArcLight Hollywood, and has been established as an annual event, now in its eighth year. Ms Marouda also produced the 2nd annual Los Angeles Greek Film Festival (LAGFF) in June of 2008. She participated in the Anand Gandhi is currently Director of Business Development for Disney Channels Worldwide, prestigious program, IFP Producers Lab, where she honed her producing skills and is now responsible for business development and planning for The Walt Disney Company’s US kids’ producing the short film TRANCE directed by Andrew Scoles. She speaks Greek, English, television networks. He serves as a key strategic partner in managing Disney Channel, Disney Spanish, Italian and French. XD, Playhouse Disney and ABC Kids. Anand leads the major annual planning processes, anand including the strategic plan, five year plan and annual operating plan. He develops and gandhi evaluates strategies to grow revenues, improve financial performance and enhance competitive Siva Natarajan works for the Strategic Operational Initiatives group at The Walt Disney Studios. position. In addition, he manages the P&L’s for the channels, meeting operating income goals In his current role, he partners with multiple business areas across the studio to identify strategic while balancing the spending needs for original programming, acquisitions, marketing and opportunities. Prior to Disney, Siva spent over six years working in Silicon Valley & India for digital media across the networks. Anand grew up in northern New Jersey, and graduated companies that include Oracle Corporation, PeopleSoft, Allegis and Infosys Technologies. from Columbia University in New York. He began his career in investment banking in Morgan siva Stanley’s Mergers & Acquisitions Department in New York, and then moved to Fox Entertainment/ natarajan Siva diligently follows new business models, market trends and new media developments in News Corp in Business Development for Fox Networks Group in Los Angeles. Anand joined Hollywood, Bollywood and Silicon Valley. He also worked as a sales and acquisition intern for Disney after about three years at Fox, and has been at the company for approximately five years. The Film Sales Company in NY and as a marketing lead for 3rd I South Asian International Film Festival in San Francisco.

Shipra Gupta joined the Indian Film Festival of Los Angeles just this year as a member of Siva holds an MBA from Columbia Business School in Media and Strategy, Masters in Management the Operations department. Thanks to her involvement with IFFLA, Ms. Gupta has also been Information Systems from The University of Iowa and Bachelors in Electrical Engineering from given the opportunity to work with The Association of Media Entertainment Counsel (AMEC) BITS, Pilani, India. He is originally from Chennai, India and is fluent in Tamil, Hindi and a little as the Production Coordinator for the organization’s quarterly publication, M/E Insights. bit of Telugu. shipra In addition to working with IFFLA and AMEC, Ms. Gupta attends school full-time at the gupta University of Southern California, where she is studying to receive her B.A. in Cinema- Television (Critical Studies) from the School of Cinematic Arts. At USC, she is a proud member of the recently resurrected co-ed cinema fraternity, Delta Kappa Alpha. In her spare time, Shipra enjoys writing and photography. Surekha Paruchuri’s has a dual background in film publicity and television programming. Her clients have included AFI Fest, the Indian Film Festival of Los Angeles (IFFLA), Vitagraph Films, MGM International Television, Universal Studios Television Networks. While at MGM and Universal, she launched TV networks in several countries. A few years later she was on the 06

contrib u tors surekha front lines of emerging media as director of multi-platform programming for LIME-Healthy paruchuri Living with a Twist (Life Balance Media) where she developed a programming strategy that 07 enabled LIME to be the first to launch simultaneously on linear TV, VOD, broadband and wireless platforms. Aside from her TV experience, Surekha has handled a myriad of areas for the Indian Film Festival of Los Angeles including sponsorship, publicity, grant writing, and event planning since its inception. Through that experience combined with her publicity work at AFI, Surekha has promoted hundreds of independent films and obtained local, national, and international media coverage. Over the last year, Surekha made her foray into producing as production supervisor on several spec commercials and acted as associate producer on TENT CITY, an ITVS-funded short film. Recently, she made the leap into creative producing and is working on the Independent Animated sci-fi bollywood feature LOVE IN THE TIME OF GENOCIDE. Surekha is a graduate of Tufts University with a B.A. in English and Asian Studies.

Arnold Peter is a founding partner of Peter Rubin & Simon, a full service boutique law firm with marquee clients in Hollywood and Bollywood. He began his career in the entertainment industry as Vice President of Legal and Business Affairs for Universal Studios and led a 12-attorney team that negotiated agreements for the expansion of Universal Citywalk. Arnold is the first arnold Asian American to become General Counsel to the National Association of Television Executives trim 7.5 in W x 10 in. H Congratulations! peter (NAPTE)—the global television industry’s No. 1 non-profit organization dedicated to the creation, development and distribution of televised programming around the world. He served for two years as a member of the Board of Directors overseeing the National Asian Pacific American Bar Association. Arnold is the General Counsel and Chair of the Board of Directors for the Indian Film Festival of Los Angeles and was named last year by Korn/Ferry International as one of the “25 Most Influential South Asians in the Entertainment and Media Industry.”

Sheila Shah graduated from the University of California, Berkeley with a degree in Rhetoric. After that she worked as a tour manager for the Margaret Jenkins Dance Company in San Francisco, as a producer’s assistant at Plum Pictures in New York, and has been a production sheila manager on several feature films. She received a Master’s in Cinema from New York University shah in 2009 and has been writing ever since.

Anam Syed is a writer who divides her time between Dubai and Los Angeles. When not writing, she is involved in several photography & visual art projects, primarly focusing on documenting her native Pakistan. More of her work can be seen at anamsyed.com. anam syed Thank you for leading the way! The Walt Disney Company commends Anju Jain Kumar and Aparna Pande, honorees on Korn Ferry International’s list of the Most Influential South Asian Women Executives in Media and Entertainment, along with Rising Stars, Reena Singh and Kavi Mehta.

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FILE NAME CONGRATS AD FINAL SIZE 7.5 in. W x 10 in. H CLIENT WALT DISNEY COMPANY DATE 04.07.10 CYAN MAGENTA YELLOW BLACK The Industry is not for people that Game are in it just for money in the short- term. It’s about perseverance, staying long-term and building a reputation Changers for quality in this business.

08 changers game 09

tapping into the most skilled expertise avail- up. There was increased competition from P. Jayakumar able in the industry, half of their initial hires markets in China and other South East Asian Animation Revolution were from overseas. countries, and as their clients’ business models were changing and evolving, Toonz Animated content is shaking things up in India. Despite this influx of foreign talent,J ayakumar profit margins were being squeezed tighter P. Jayakumar is on the frontlines. and Toonz were committed to fostering local and tighter. Thus, Jayakumar decided to shift talent development. As such, they launched a from a service model to an IP (Intellectual Toonz Animation India Pvt. Ltd. C.E.O. P. Jaya- weekly mentoring program which allowed In- Property) one. kumar is leading a quiet revolution. While his dian companies as well as their own employees may not involve people shouting slogans in to interact with a veritable “who’s who” of the Adding to the struggle, India does not offer the streets, it is a revolution nonetheless. As animation industry worldwide. Jayakumar’s any subsidies or tax incentives for local ani- an experienced professional with over a de- efforts paid off greatly, as local talent pushed mation studios. Unlike Canadian and Euro- Every once in a while cade of media and entertainment experience, and trained hard to catch up to the global pean markets where local studios are able to someone comes along Jayakumar is spearheading Indian animation’s standards of the medium. This strategic deci- recoup close to 60% of budgets from selling and takes the game to steady climb. sion in turn helped push Toonz into the role content to local markets, Indian animation of a leading animation company, and not just faces some tough setbacks. Indian studios, a new level. competing with international companies and Here are the people who He began his animation career at Toonz in a low cost service provider. 1998 as CFO. At the time there were only two foreign productions, find it difficult to recoup stand apart from the rest other animation companies in India. Toonz Continuing on this trend, Jayakumar and Toonz money from the local market despite creat- itself was founded on little more than a busi- prepared themselves for the changing land- ing content that is tailor made for it, such as ness premonition by G.A. Menon. An IBM India scape of Indian animation and the appearance Hanuman Returns, an animated adventure employee in the 70s, Menon already had of burgeoning competition. Around 2001, a starring the titular Hindu deity, which Jayakumar several successful business ventures under significant level of hype developed around co-produced. his belt when he read a newspaper article the Indian industry, and suddenly local firms about the future of computer animation. All began attempting to poach talent from Toonz. Indian IP is still in the early stages, though of a sudden, something clicked—he pegged a Sensing potential employee turnover could Jayakumar is adamant in his belief that it trend, and realized the business potential of be a concern; they established Toonz Academy, has immense potential. With over 300 million the burgeoning medium. Backed by an inves- which strove to provide education and training, children in India, there is a wide market base tor, Menon established Toonz in Kerala, taking while producing well-rounded individuals. This for the target audience of IP products. Jayaku- on Bill Denis, a former VP of Feature Animation game changing effort drastically increased mar expresses a desire to emulate animation at the Walt Disney Company, as well as a staff their internal growth potential. Though initially giant Pixar, but admits “it’s just a dream for of top global talent, (Jayakumar among them). established for internal training of existing now and we have a long road ahead of us.” Of the five original Toonz employees, Jayakumar Toonz employees, the company received a So what advice does Jayakumar have to offer was the only Indian national. significant demand from outside candidates. any young entrepreneurs? “The Industry is not Thus, nine other Toonz Academy centers were for people that are in it just for money in the “The initial challenge was not only to deliver opened throughout India, with future centers short-term. It’s about perseverance, staying high quality products and establish Toonz as planned in Malaysia and the Middle East. long-term and building a reputation for quality an animation company,” Jayakumar says, “but Toonz’s ground breaking efforts have not gone in this business.” also to sell India as an animation destination.” unnoticed; in 2000 the company won the First During those first years, Jayakumar and the Prize at the World Animation Celebration in And what a business it is as the Indian anima- rest of the Toonz team made a conscious ef- Los Angeles. tion industry is expected to grow 30% annually, fort to foster talent development and nurture compared to just an 18% projected growth in an industry that was still nascent in India. However, Toonz’s success hasn’t been easy. the overall media industry. So while doubters Their first step was utilizing the best animation With the passing away of their founder G.A. may be slow to accept Indian animation’s talent they could find globally, hiring every- Menon in 2003, Jayakumar stepped into the promise and prowess, visionaries like Jayaku- where from the USA & Australia to Korea & role of CEO. The climate at the time was a mar will keep on fighting the good fight. Image from upcoming Toonz Animation film The the Philippines. As a result of their focus on Viva la revolución! Life and Adventures of Santa Claus. bit different than when the company started Courtesy of Toonz Animation. Courtesy: Gene Lewis Compiled by Anam Syed, from an interview p. jayakumar mira nair EMANUEL nunez animation revolution by Siva Natarajan Toonz Animation Mirabai Films Creative Artists Agency p. jayakumar Toonz Animation I am a devotee …what I love is finding of masti—the innovative ways to help our intoxication clients make their films. of life.

10 changers G ame MIra Nair EMANUEL Nunez 11 Before Slumdog Millionaire, Bend it like But she doesn’t like her films to be reduced “Establishing a film school in East Africa that It was the deal heard around the world. India’s Will Smith. While in Mumbai and New Delhi, Then Reliance came to the agency with a Beckam and Born into Brothels, there was to their social messages, “Social message has nine programs, that [makes me] a game Reliance ADA Group invested $825 million Nunez met with many entertainment compa- bolder proposal for something that would Mira Nair, the filmmaker who helped put doesn’t sound fun. I am a devotee of masti— changer because it is an antidote to the ups to finance the new DreamWorks. One of the nies in the film, television and mobile indus- “really move the needle.” A company like Reli- India on Hollywood’s map. the intoxication of life. I love the sound of and downs of cinema.” architects behind the groundbreaking deal: tries. It was during this trip that they decided ance that has a strong identity and touches laughter in an audience. But at the same Creative Artists Agency’s Emanuel Nunez. to target India versus the other countries as a over 250 million consumers needed to find a Nair, who was born in Orissa, India, has been time film is an impactful medium. Film has to These days Nair divides her time between her new financial opportunity. partner with equal brand value. So when Ste- making films since the early 1980’s. But it get under an audience’s skin. But film should New York based production company Mirabai Cuban-born Nunez, who came to CAA in 1991 ven Spielberg and DreamWorks came along it was after the debut of Salaam Bombay!, her never be like homework. I don’t think that is films, her work as a filmmaker, her film school works with some of Hollywood’s brightest stars “When we looked at India, 50 percent of the was an ideal match. Oscar® nominated film about street children fun,” she says. in Africa and teaching film courses at Columbia including Tom Cruise, Nicolas Cage and Will population is under 30. It is an enormously in Mumbai, that Nair became part of the Hol- University. Smith. But he is also known for being an ex- young and vibrant population with a growing “There was nothing that was going to be big- lywood elite. In 2002, Nair directed Hysterical Blindness pert at putting together big independent and economy and a rich movie making culture. ger or bolder than Reliance and DreamWorks for HBO which gave the channel its highest When asked where she finds the energy to international film financing deals. English is the second language. And they are coming [together] to create DreamWorks 2.0,” Nair did her early schooling at a boarding original film ratings ever, winning the Golden maintain her busy schedule, Nair credits a tech savvy country,” says Nunez. “In India, a says Nunez. school in Shimla, India and then studied Globe® for star Uma Thurman, and three Emmy® Iyengar yoga, her husband and son, and the Nunez has been helping to arrange film financ- village doesn’t put up a telephone pole. They sociology at Miranda House, Delhi University, Awards for Gena Rowlands, Ben Gazzara and rejuvenating effects of gardening. ing for more than 24 years beginning when put up a cell tower and then suddenly every- Nunez believes that emerging markets are where she became involved in political street design. In 2004, Nair directed Reese Wither- he was at International Creative Management. one has access to mobile technology.” still a vital source of financial opportunities theater and performed for three years in an spoon as Becky Sharp in Focus Features’ As the artistic and commercial circuitry of It’s something that Nunez is still passionate for Hollywood, and while the business of film amateur drama company. adaptation of Thackeray’s Vanity Fair. Hollywood and Bollywood get increasingly about today. He credits DreamWorks Anima- Returning to Los Angeles, Nunez and his CAA funding has become increasing difficult and complicated, this seminal director has a tion CEO Jeffery Katzenberg as giving him the colleagues focused on two companies: Reli- complex, there is an upside. “Even 10 years But it wasn’t until 1976, at age 19, when she A year later, Nair’s adaptation of Jhumpa simple philosophy regarding her future work. best career advice, “His advice was along the ance and UTV. First, they made a six picture ago, you would still have to explain foreign came to the US with a scholarship to Harvard Lahiri’s bestselling novel The Namesake lines of ‘Work like an animal, but do things deal between UTV and such Hollywood A-listers value to people, but now people understand University, that she caught the filmmaking bug. became another critical and commercial suc- “When things are offered to me I ask two you are passionate about,’ and what I love as Overbrook partners Will Smith and James it and that is great for our industry because it cess for the director. However, Nair cites her things. One do we really need this film in the is finding innovative ways to help our clients Lassiter. Later, when the Walt Disney Company shows that we are now globally aware.” “I started taking a documentary class in school work as an activist when asked what makes world? And second can anyone else make make their films,” says Nunez. invested in UTV, Nunez saw it as a vote of and got into making documentaries about her a true game changer in the film industry. this film or do I really need to do it? That’s my confidence on the decision to target UTV. the lives of people. I discovered that telling compass when it comes to choosing projects His passion is probably much needed in the by Anand Gandhi and Reena Singh stories was it for me. I remember taking Grey- In 1988 she used the profits of Salaam and it keeps me focused.” current climate of film financing, which has When it came to Reliance, the agency initially hound bus trips anywhere to show people my Bombay! to create the Salaam Baalak Trust, become increasingly difficult. Over the past recommended that they focus on a develop- work. I wanted bigger audiences for my films which has directly impacted government few years the economic downturn has nega- ment fund with top Hollywood talent. For so I made Salaam Bombay! That is really how policy on street children in Inda. Twenty years Compiled by Sheila Shah from an interview tively impacted traditional revenue streams Nunez, owning intellectual property and it happened 22 years ago. And it became the later, the Trust’s twenty-five centers provide by Reena Singh from hedge funds and Wall Street. With fund- having the right talent are essential ingredi- first Indian film to be distributed internationally,” a safe and nurturing environment for 5,000 ing drying up, Nunez began looking overseas ents in creating the content that audiences Nair recalled in a recent interview. street children annually. for investment dollars. want to see. His advisement helped lead to first-look deals with stars like Julia Roberts, After her early success with Salaam Bombay! In 2005 Nair founded Maisha, a filmmakers’ He and his colleagues at CAA started vetting Brad Pitt, Tom Hanks and George Clooney. Nair continued to tell stories that explored training program based in East Africa. In its the emerging BRIC (Brazil, Russia, India and “This was the way for Reliance to control the intersections between family, identity and five years of operation, Maisha has trained China) countries for financing options. In 2006, content as well as have a meaningful seat race, such as Mississippi Masala and Mon- hundreds of students from Uganda, Kenya, he was invited to take a trip to India with client at the table,” says Nunez. soon Wedding. Rwanda and Tanzania in screenwriting, direct- ing, producing, acting, sound design, editing, and cinematography.

mira nair EMANUEL nunez Mirabai Films Creative Artists Agency 12 billionaire sl u mdog 13

Searching for the next international hit from India. Images from ©iStockphoto.com/mammuth, ©iStockphoto.com/bjones27 My Name Is Khan. Image courtesy of Fox Searchlight Pictures.

This is the first time for a mainstream Bollywood movie to be acquired cluding a superhero feature called Zokkomon, starring the child actor the right impetus for some cash rich Indian companies to execute on and distributed in the US by a Hollywood distributor2. MNIK has already Darsheel Safary from Taare Zameen Par (English title: Stars on Earth). some big deals last year. slumdog broken all time opening weekend box office records for a Hindi movie in the US. Still the majority of the viewers have been mainly South Incidentally, Disney’s Home Entertainment arm also just released One of India’s notable and biggest dealmakers in Hollywood has been Asians so far and hence, the jury is still out on MNIK’s universal appeal Amir Khan’s Taare Zameen Par in the US market. Given Disney’s im- Reliance ADA Group. Reliance has been slowly and steadily carving billionaire and its ability to tease the appetite of mainstream Americans for original mense talent in discovering and launching successful child artists, it a piece of its own in Hollywood over the last few years even before A roundup of what has been happening Indian cinema. A shortened version of MNIK is expected to be released wouldn’t be a surprise move if Disney engaged in kid-driven projects. Slumdog’s victory. But Slumdog’s win did provide a shot in the arm to in Hollywood and Bollywood targeting the non-South Asian audience in the US. India’s technical talent and Reliance leveraged the spotlight on India since last year Warner Bros. upcoming local production in collaboration with Mumbai- to partner with California-based In-Three Inc. The deal established Besides acquisitions, Hollywood is actively looking for new growth based production outfit Wide Frame Films is Atithi Tum Kab Jaoge? a 1000-person $40 million facility in Mumbai to convert 2D films When Slumdog Millionaire swept the Oscars® last year, top Bollywood opportunities outside of the US, particularly in India through local (Guest, When Will You Leave?), in collaboration with Mumbai-based into 3D. In the last three years, Reliance has essentially extended its brass debated whether the award was a victory for Indian cinema language productions. Even before Slumdog, Hollywood studios had production outfit Wide Frame Films. Notably, this is Warner Bros. first footprint across most parts of Hollywood’s ecosystem–co-owning to claim. Irrespective of the film’s status as an true Indian movie or already hung up their shingles in Bollywood via their local production Hindi film after Chandi Chowk to China. Warner Bros is also looking DreamWorks to co-producing deals with major Hollywood talent to an international film, both Hollywood and Bollywood were quick in ventures. Disney’s Roadside Romeo, Warner Bros.’ Chandni Chowk to beyond Bollywood in India and was very recently involved in co-pro- establishing post production deals to owning cinema theaters in the setting their respective dealmaking machines into motion to find China and Sony’s Saawariya are among Hollywood’s pioneering efforts ducing a Tamil movie called Goa, in partnership with Ocher Studios. US. None of the media majors have been able to achieve as much of ways to work together. So, what has happened between India and in India. Of course, Slumdog became the beacon of light in their real- But due to unknown reasons, Warner Bros pulled out from the project. a vertical and global integration as Reliance has in the last few years. Hollywood since Slumdog Millionaire swept the Oscars® last year? Is ization that in addition to local productions, there is great opportunity Even if Reliance’s 3 Idiots doesn’t sell well to American mainstream there a Slumdog Billionaire already in the works? to export Indian content to a global audience. And now keeping the Sony Pictures first attempt with Saawariya marked the first ever local audiences, Reliance is hoping that its first ever international production flame burning is the Amir Khan hit 3 Idiots, which broke the all time production by a Hollywood studio in India. Sony is now ramping up Kites will reach the masses in the US. The film features Hrithik Roshan Hollywood Majors opening weekend record in India and in the US for a Bollywood film. for their second attempt. The Studio is co-producing the remake of Hol- and Mexican actress Barbara Mori in lead roles and the announcement 3 Idiots is also likely to undergo an American makeover before it gets lywood flick Stepmom with Karan Johar’s Dharma Productions. rightly timed after Slumdog’s victory stole the limelight at the 2009 Fox Searchlight has had numerous victories with South Asian content widely distributed in the US. Another potential with global appeal is Cannes Film Festival. movies. Besides Slumdog, take movies such as Water, The Namesake Teen Patti, starring Amitabh Bachchan and Ben Kingsley. Yet despite Indian Majors and Darjeeling Limited. But there is no doubt that Slumdog provided the star power in this movie, none of the major studios are associated UTV is another major media company from India that has been very a unique opportunity for Fox Searchlight because of its international with this feature at this point. Dealmaking and the quest to find the next Slumdog Millionaire successful in crisscrossing the worlds of Hollywood and Bollywood appeal. With Slumdog’s tremendous success1, Fox has ventured into hasn’t been just a one way street. As much as the Hollywood studios even before the Slumdog buzz caught on. UTV, a media conglomerate a new zone of distributing globally themed South Asian content to main- Walt Disney Pictures is actively pursuing local language productions in are trying to make a play in and out of India, Indian media companies with diversified businesses across the Web, television, mobile and stream America. Of late, Fox Searchlight acquired the US distribution India covering the entire spectrum of Bollywood to regional languages have been very active in chasing deals in the western world. Slumdog’s films, has been methodically growing its collaboration with the US rights for Shah Rukh Khan’s Hindi movie My Name is Khan (MNIK). across India. Currently it has several active projects in its pipeline in- victory combined with a weakening dollar and global recession provided media companies over the last few years. While Slumdog’s victory Talent conversion pioneer In-Three to establish the It is interesting to note that only a handful of ated the pace of adoption and recognition of didn’t directly serve as a catalyst for any UTV Acclaimed music composer A.R. Rahman, world’s largest facility dedicated to the Bollywood talents are represented by major South Asian content by mainstream Ameri- deals in the last year, one notable strategic Reliance who won two Oscars® and also, two GRAMMY conversion of 2D films and videos into 3D, talent agencies in Hollywood. Anil Kapoor, can audience. This acceleration in turn has partnership is its tie-in with Bloomberg Televi- Awards for Slumdog Millionaire, continues to MediaWorks based in India. one of the major stars to come out of Indian provided the long awaited momentum for sion to form Bloomberg UTV–a 24 hour Reliance MediaWorks Limited is India’s break barriers. Universal Studios chose A.R. cinema, didn’t have an agency until his role in the Hollywood majors to start experimenting English language business and financial fastest growing film and entertainment In September 2008, Reliance MediaWorks Rahman to score music for its summer release Slumdog Millionaire. He is currently repre- with both South Asian consumers and South broadcast news outlet in India. But being services company and a member of the became the first motion picture services Couples Retreat despite the fact that it was sented by ICM and as a result has become a Asian content in a much more aggressive one of the most established Indian compa- Reliance Anil Dhirubhai Ambani Group. facility in India and all of Asia to be accredited a mainstream Hollywood movie with no household name in the US with his repeated fashion than ever before. Though South Asian nies in Hollywood, UTV stands to gain just as by the UK’s- industry body FACT (Federation Indian element in the storyline. Universal’s appearances in 24. Talents such as Hrithik identity is nothing new to America due to the much as any studio in this new post-Slumdog selection of Rahman is exemplary of the Against Copyright Theft). The certification is a major recognition of the efforts by Reliance Roshan and Irfan Khan have representation large immigrant population here, it is certainly environment. globalization of Indian talent. So is the col- History: MediaWorks to protect and safeguard the through Brillstein-Grey, but the number of a matter of “when and not if” this time around 14 laboration between the Pussycat Dolls and The company was established in 1975 as a films that it handles from piracy. actors from India represented by Hollywood for South Asian content and talent to stay billionaire sl u mdog Small Screen A.R. Rahman for a remix of the iconic Slumdog motion picture processing laboratory. With the entry of Reliance Anil Dhirubhai Ambani agents is a very tiny fraction of the immense- and sweep the Western world. Why so? Be- song Jai Ho. Beyond Rahman, India–the land 15 Group in 2005, the company has seen trans- Formerly known as Lowry Digital, Reliance ly large talent pool from India. Traditionally, cause, the final answer is “d) It is written” as American television has certainly had its share of musicals–seems to be in abundance when formational growth in the scope and canvas MediaWorks USA is based in Burbank, Indian actors didn’t need an agency in Hol- Jamal Malik would put it. of the Slumdog effect. Besides the notice- it comes to music composers. MNIK, for of its operations and has established a California and is universally regarded one lywood as they were neither seeking out nor able increase in the number of Bollywood of the premier digital restoration facilities. instance, showcases the immensely talented dominant and integrated presence across being sought after by Hollywood projects, but Footnotes: performances in reality talent shows such Shankar Ehsan Loy. The company utilizes proprietary image the entire Film and Media Services businesses the recent and soon-to-be recent films from 1. Juno is all-time #1 for Fox Searchlight with as America’s Got Talent, So You Think You processing science to deliver superior picture with a global footprint across Asia, Europe India could shakes things up. Domestic Gross of $143M and Slumdog Can Dance etc., a few South Asian comedy The talented Freida Pinto landed her a role in elements and unsurpassed image quality and North America through its various inter- Millionaire is a close second at $141 M, pilots produced from years ago have been Woody Allen’s upcoming movie You Will Meet related businesses of exhibition, film and for all outputs, including film, broadcast television, commercials, digital cinema, Blu- What’s next? source: Box Office Mojo revived. The comedy pilots are Nirvana at Fox, a Tall Dark Stranger. Fortunately, she doesn’t media services and television software. ray, or Web-based video. The company’s Outsourced at NBC and a US version of the have to wait for the release of the movie to services include film restoration, emergency If one were to look back at the entire gamut 2. Sony’s Saawariyaa, Warner Bros. Chandni popular British comedy The Kumars at No. meet top brass in this town. Represented by Cinemas: Reliance MediaWorks operates BIG Cinemas, image repair, digital blow-ups and digital of major and minor developments in the South Chowk to China and Disney’s Roadside 42. Even though these pilots were produced CAA, one of the largest agencies in Hollywood, India’s largest cinema chain with over 515 intermediate enhancements and it has handled Asian media landscape in the US over the Romeo were all co-productions and not years before Slumdog hit the scene, today’s Pinto is well on her way to meeting as many screens spread across India, the United projects for industry giants like Walt Disney last year, giving credit to Slumdog Millionaire pick-up deals sensibility and appetite for South Asian established Hollywood producers and direc- States, Malaysia, Nepal and Netherlands Pictures, Paramount Pictures, MGM and 20th for all of these developments wouldn’t be content seems to have justified their pick- tors. Keep a close eye on her twitter feed for Century Fox and entertainment leaders like and caters to over 35 million consumers entirely fair. However, it is fair to acknowledge ups by the networks. breaking news! George Lucas, Steven Spielberg and James every year. In India, BIG Cinemas has estab- the fact that Slumdog Millionaire has acceler- by Siva Natarajan lished leadership in film exhibition with over Cameron. 250 screens and accounts for 12 to 15% of box office contributions of large movies. Television: BIG Cinemas has also successfully created Reliance MediaWorks’ television venture, BIG a pan US footprint and the circuit plays Synergy, is among the top players in the Indian Hollywood and Indian features. television programming industry and is widely regarded as a leader in television program- Film & Media Services: ming. The company has enjoyed singular The various parts of Reliance’s comprehensive success in adapting international formats for portfolio include presence in film and media Indian viewers and has attained both critical services through business verticals of motion and commercial success with several of its picture processing and DI; visual effects; shows. film restoration and image enhancement; 2D to 3D conversion; digital mastering; Growth: studios and equipment rentals with facilities In the past five years, the growth in terms of located in the US, UK and India. To further canvas and scale of operations has led to a strengthen the company’s global presence, compounded annual growth rate in topline of Reliance MediaWorks has formed a strategic over 75% per annum and robust EBIDTA growth. alliance with Imagica Corp, which is Japan’s largest lab and post-production to offer Film Restoration, Image Processing and Enhance- ment and HD Conversion services to Japanese Broadcasters and Studios. Reliance Media- Sharman Joshi, Aamir Khan and R. Madhavan as the 3 Idiots. Works has also partnered 2D to stereo 3D Image courtesy of Vinod Chopra Productions. Final Answer? Anil Kapoor in Slumdog Millionaire. Image courtesy of Fox Searchlight Pictures. Showmance

16 Bothun is PricewaterhouseCoopers’ US going strong showmance Going Strong advisory leader for entertainment, media By Deborah K. Bothun and communications. 17

A new dawn for dealmaking in Bollywood. Image courtesy of ©iStockphoto.com/kshishtof.

Showmance Going Strong

It’s been over a year since Slumdog Millionaire swept the Oscars® to be ripe for innovative cross-border M&A and new strategic alliances of Harry Potter have done brisk business. Now, the trend is moving As demand for Indian content continues to grow around the world, the and the groundbreaking Reliance-DreamWorks deal signaled a new that bring two legendary creative communities even closer together. beyond the majors with Summit Entertainment recently inking distri- globalization of Indian entertainment and media could well be a signi- era in Hollywood-Bollywood relationships. And the cross-border col- bution deals for the first two films in its Twilight series, among others. ficant growth story of the next few years. Whether bringing content into larger markets like the United States or helping Indian companies laboration is going strong. A notable feature of India’s recent growth has been a rise in corporate investment. Gross capital formation has stepped up significantly from The prospects for greater collaboration, of course, work both ways. achieve their global aspirations to be more ‘mainstream’ players in entertainment and media, opportunities abound. Against the backdrop of a difficult economy on a long road to recovery, 25.5% in 2002-03 to 39.1% in 2007-08, highlighting the transformation Reliance Media has been quite open about its interest in both US there’s no denying India’s stand-out appeal. According to Pricewa- of the investment climate and favorable growth prospects for the Indian and European assets. The company acquired London-based Ilabs Hollywood and Bollywood may still be separated by nearly 9,000 terhouseCoopers’ Global Entertainment & Media Outlook, while the economy. India continues to retain its position as a preferred destination earlier this year. miles. But from television channels catering to Indian communities US and global entertainment and media markets are expected to for investment, achieving a growth of 85.1% in foreign direct investment abroad to production and co-production deals here in the US, the grow only 1.2% and 2.7% respectively from 2009-2013, India is in 2008, the highest increase across all countries. Within the country, determining which areas to enter and carefully forecast to see 11.6% growth. Filmed entertainment will expand at orchestrating that entry are the two most important initial steps. two communities have never been closer. This in turn can bring in- more than four times the US box office (14.4% versus 3.3%). Even Filmed entertainment, broadcasting and print generated the most The key is to choose the right opportunity based on the likelihood of novative growth strategies into closer proximity, as well. As Slumdog’s struggling television advertising will see double digit-growth (10.2% interest from foreign investors. Clearly, 2008 was a watershed year monetizable growth. signature song proclaims, ‘jai ho’—may victory be yours. versus 0.6%). with Disney’s acquisition of 60% of UTV, Fox and Star TV partnering to create Fox Star Studios, Warner Bros. entering India and the epic Opportunities also lie in leveraging content across platforms and across What’s behind the story? A rapidly rising GDP is translating into higher $825 million Reliance-Dreamworks co-production deal. borders. India now has upwards of 500 million mobile phone users, disposable income. Put the newfound wealth of a fast-growing middle adding nearly 15 million users per month in 2009. And many of India’s by Deborah K. Bothun class into the hands of one of the youngest populations in the world A movie-going public of 1 billion has long held appeal for Hollywood. 750,000 villages remain isolated except by cell phone. This makes (with a median age of 24 versus nearly 37 in the US) and you find Traditionally a major challenge in the market has been dubbing US the country’s wireless 3G spectrum auctions, which began this month, a steep growth curve for modern entertainment demand. Add to this films into regional languages. But recently, films such as Slumdog Mil- critically important to enhancing the country’s infrastructure and allow- a flourishing Indian diaspora around the world, and the time continues lionaire, Monsters vs. Aliens, Valkyrie and the most recent installment ing for the expansion of modern mobile entertainment and communi- cations options. Farah K. Ahmed Vishakha N. Desai Indu Jain Shibani Joshi Assistant General Counsel President Chair Analyst and Reporter The top female Personal Care Products Council Asia Society Times Group of India FOX Business Network

18 As Chairman of The Times Group, Indu Jain international korn / ferr y south asian Farah K. Ahmed serves as Assistant General Dr. Vishakha N. Desai is the President and CEO Shibani Joshi has been a reporter on the FOX Counsel for the Personal Care Products Council, of Asia Society, a leading global organization has infused a unique energy into the rapid Business Network since 2007. She began her 19 which boasts over 600 member companies, dedicated to strengthening partnerships growth of India’s largest media house. The career as an investment banking analyst at executives including several leading international brands among the people, leaders, and institutions Times Group publishes several of India’s Morgan Stanley, where she worked on merger, such as Proctor & Gamble, L’Oreal, & Shisheido of Asia and the United States. Founded by largest newspapers and magazines, including acquisition, and corporate finance deals in real in the world amongst others. With the Council, she devel- J.D. Rockefeller III in 1956, the Asia Society The Times of India, and The Economic Times, estate. Joshi worked on the first privatization ops strategy and represents the industry on has been a premier organization with a three- as well as maintains a dominant presence of a REIT, which was awarded Institutional Korn/Ferry international issues regarding the advertising & marketing dimensional focus, combining culture, com- in radio, television and on the Web. Under Investor’s “Deal of the Year.” She also served of cosmetics in both the US and foreign mar- merce and current affairs of more than 35 her leadership, the Times Foundation has as Senior Manager in Strategy & Business indian film festival of kets. She also leads the industry’s Sunscreen countries from Iran to China. President since garnered international accolades for its pio- Development at Disney/ABC Media Networks & Organic/Natural/Green Task Forces. Most 2004, Dr. Desai sets the direction for a diverse neering achievements, including community from 2004-2006. There she worked on the los angeles recently, the International Standardization range of programs, including major US-Asia development services, a research foundation, launch of ABC News Now and aided in the Organization (ISO), appointed her Convener policy initiatives and national education and establishing the Times Relief Fund for development of a global digital media strategy. the amec of the Cosmetic Marketing Group. partnerships, art exhibitions and Asian Ameri- disaster relief efforts. A consummate phi- can performing arts. Dr. Desai is a frequent lanthropist, she also committed to women’s Joshi later left the corporate sector to pursue As a recognized expert in cosmetic packaging speaker at national and international forums causes, actively supporting their rights, as journalism, starting out as a news production and advertising for both global and domestic regarding US-Asia relations. Her op-eds have well as their advancement in the avenue of assistant at CNNfn, contributing to Lou Dobbs markets, Ahmed has been interviewed by nu- appeared in more than 50 global publications, entrepreneurship. Moneyline and CNN Money Morning. Her merous national media outlets, including The and she is well known in international art circles other experience includes work with Reuters New York Times, WebMD and O: The Oprah for introducing contemporary Asian art in the US. Jain also is credited with making spirituality Television, & TIMES NOW, serving as a co-host Magazine. She holds a B.S. in Physiology an integral part of the Times Group’s company on several South Asian programs, and con- and Biochemistry and is a graduate of the She has served on the boards of the Andy culture. At the 2000 United Nations Millennium tributing business and technology stories for University of Virginia School of Law. She is Warhol Foundation for the Visual Arts, LEAP World Peace Summit of Religious & Spiritual ABCnews.com. An Oklahoma City native, Joshi also a co-founder and board member of (Leadership Education for Asian Pacifics), Leaders, she delivered a speech wherein she holds an MBA from Harvard Business School, SAMMA, (South Asians in Media, Marketing, and the South Asian Council of the Associa- emphasized unity between all faiths, spear- as well as a Bachelor’s in Finance & Accounting & Entertainment). tion of Asian Studies. Dr. Desai is also the heading the message of “Peace within first,” a from the University of Oklahoma. recipient of numerous grants, fellowships, movement committed to spreading the prin- and honorary degrees. She holds a B.A. in ciples of peace globally. She is founder Presi- Political Science from Bombay University, as dent of the Ladies wing of the Federation of well as an M.A. and Ph.D. in Asian Art History Indian Chambers of Commerce & Industry from the University of Michigan. (FICCI FLO). She is also an avid patron of culture and literature, serving as Chairperson of the Bhartiya Jnanpith Foundation.

Farah K. Ahmed vishakha n. desai indu jain Shibani joshi Superna Kalle Ekta Kapoor Roma Khanna Naina Lal Kidwai Anju Jain Kumar Jhumpa Lahiri Senior Vice President Creative Director President Group General Manager and Director, Counsel—India Legal Affairs Author and Member of President’s Committee Sonty Pictures Television Balaji Telefilms Global Networks and Digital Initiatives Country Head HSBC India The Walt Disney Company (India) on Arts and Humanities NBC Universal International

As Senior Vice President, International Networks Regarded as a visionary, Creative Director of Roma Khanna is the President of Universal Naina Lal Kidwai serves as the Group General Anju Jain Kumar serves as the Walt Disney Pulitzer Prize winner Jhumpa Lahiri was born at Sony Pictures Television (SPT), Superna Balaji Telefilms, Ekta Kapoor is credited with Networks International & Digital Initiatives, Manager & Country Head for HSBC India. Company (India)’s general counsel, where in London and raised in Rhode Island. She 20 Kalle has overseen the group’s television revamping the television landscape in India. NBC Universal International. Khanna oversees Under her leadership, she oversees more she is responsible for the legal and regula- is the recipient of a Guggenheim Fellowship international korn / ferr y networks business in India since 2008, and Her successful shows are cited as contribut- than 35,000 employees in the sectors of tory functions for the company’s operations a fast-growing portfolio of over 70 international and the author of two previous books. Her 21 was granted additional oversight of SPT’s ing to the country’s satellite television boom, television channels, including a recently- banking services, insurance, asset manage- in India. Kumar, alongside her team address debut short story collection, Interpreter of networks business in the US in 2009. Under and generally have a place in the top 2-3 launched core of five flagship channel brands: ment, securities and capital markets, among legal issues regarding studio, consumer prod- Maladies, was awarded the Pulitzer, the PEN/ the banner Multi Screen Private Limited, which shows on each channel. As the creative force Syfy Universal, 13th Street Universal, Diva other realms both domestic and international. ucts, Internet & mobile business, television, Hemingway Award, as well as The New Yorker includes channels Sony Entertainment Tele- behind Balaji’s success, she maintains a Universal, Universal Channel and Studio Uni- She has been recognized in India and abroad and home entertainment, as well as any new Debut of the Year. Her novel, The Namesake vision, MAX, SAB, & PIX, each channel’s hands-on approach to the direction of each versal. Khanna and her team generate growth with several awards for leadership and busi- business within India. She also serves as was a New York Times Notable Book, a Los management works under Kalle’s leadership show or film, routinely committing 16-18 through geographical expansion, local and ness. Among her honors: ranked in Fortune’s advisor to the country manager and other key Angeles Book Prize finalist, and was selected to ensure profitability and establish overall hour work days. Kapoor continues to innovate pan-regional partnerships, creating strong List of Top Women in Business, Wall Street members of the management team on all as one of the best books of the year by USA business planning and initiatives for the and move with the rapidly changing climate business models and channels with a focus Journal & Financial Times’ Global List of Women legal and regulatory affairs. She holds more Today and Entertainment Weekly, among other region’s channels. She is also responsible for of television. on strong global brands with local appeal and to Watch, one of Time Magazine’s 15 Global than 12 years of experience as legal counsel. publications. It was also adapted into a fea- spreading the content of Indian programming investment in first-run original content. In ad- Influential 2002, as well as the prestigious Prior to joining Disney, Kumar was appointed ture film. Her most recent book is Unaccus- across multiple distribution platforms in the Her efforts in creating a large content conglom- dition, Khanna oversees the Digital Initiatives Padma Shri from the Indian government in partner of the law firm AZB & Partners where tomed Earth, which won the Commonwealth United States. erate at a young age has won her several division, developing digital businesses and a honor of her contributions to industry and trade. she led the media and intellectual property Writers’ Prize of Europe and South Asia, an national and international distinctions, including 360 degree approach to content for NBCU. practice for the firm. She was responsible for Asian American Literary Award, and was a Additionally, Kalle sits on the board of Multi the Economic Times Businesswoman of the She also serves on the board of several gov- establishing India operations to service off- New York Times Editors’ Choice. She lives in Screen India, Multi Screen Singapore, and Year 2002, Ernst & Young Entrepreneur of ernment bodies, charities, and organizations, shore clients in entertainment and publishing. Brooklyn, New York. TheOneAlliance, Multiscreen’s distribution the year 2001, and the American Biographical including the India Advisory Board of Harvard joint venture with Discovery Communications Institute Woman of the Year 2001, among Business School, Audit Advisory Board of the In the past, Kumar has also served as a legal India. Prior to her promotion in 2008, Kalle others. Under her creative eye, Balaji has gar- Comptroller and Auditor General of India, as well counsel with the intellectual property firm was SPT’s Vice President, International Networks nered every major television award in India. as serving as Chairwoman on City of London’s Anand & Anand, assisted a human rights law from 2005. She originally joined SPT from Advisory Council for India, and non-executive firm on several advocacy matters for public parent company Sony Pictures Entertainment director on the Board of Nestlé SA. Kidwai health in India, and interned at the Motion where she started out as a manager, Corporate holds an MBA from Harvard Business School. Picture Association in Los Angeles. Kumar holds Development in 1999, later being promoted a B.A. in Law from the University of Bombay to Vice President of that very department in and an L.L.M. in Intellectual Property from 2004. She was also previously an associate Franklin Pierce Law Center. at Bankers Trust Company as well as an ana- lyst at Morgan Stanley.

Kalle holds a B.A. in Economics from Columbia University as well as an M.B.A. in management from NYU.

superna kalle ekta kapoor roma khanna naina lal kidwai anju jain kumar jhumpa lahiri Vandana Malik Deepa Mehta Zarina Mehta Sujata Murthy Mira Nair Indra nooyi Head Director/Writer/Producer Co-Founder and Chief Creative Officer Senior Vice President, Public Relations Director/Writer/Producer Chief Executive Officer Studio 18 Hamilton-Mehta Productions, LLC UTV Networks Universal Music Enterprises Mirabai Films PepsiCo, Inc.

Vandana Malik’s television career began in Deepa Mehta is an internationally acclaimed Zarina Mehta is one of the founder Directors of Sujata Murthy is the Senior Vice-President, Mira Nair made her filmmaking debut with Indra Nooyi is Chairman and CEO of PepsiCo, 1992 as Editorial Coordinator with Business screenwriter and director. She self-produced United Television (UTV), a leading Pan Asian Public Relations and Artist Relations, for the critically acclaimed SALAAM BOMBAY! a billion dollar food and beverage company. India Television, but she quickly became her first feature film in 1991, Sam & Me, Media Company and serves as the Chief Cre- Universal Music Enterprises (UMe) and Verve which received more than 25 international She is heralded as a chief architect of PepsiCo’s the face of Television 18, a business news which won an honorable mention by critics ative Officer of UTV’s four entertainment chan- Music Group, both divisions of Universal Music awards, including an Academy Award Nomina- multi-year growth strategy. Nooyi was given 22 channel broadcast based in Bombay. As she for the Camera D’Or at the Cannes Film nels. Prior to this, she served as COO of UTV’s Group. She develops and executes all media tion for Best Foreign Film. Since then Nair the title of President and CEO in 2006, and international korn / ferr y moved up to Executive Producer and Bombay Festival. Mehta is perhaps best known for children’s programming channel, Hungama TV, campaigns for both companies and works di- has directed numerous award winning fea- ascended to Chairman in 2007. She has di- 23 Bureau Chief, Malik worked both in front and her Elements trilogy, the first installment of where her innovations drove it to become the rectly with artists. Prior to joining UME, Murthy tures including Mississippi Masala (1991), rected the company’s global strategy for over back stage to ensure that Television 18 debuted which, Fire, picked up much acclaim on the number one kids channel within 18 months of performed many similar duties at Capitol/EMI The Perez Family (1995), Kama Sutra: A Tale a decade and spearheaded its restructuring, on the Bombay Stock Exchange at a fantastic festival circuit. The tale of forbidden love its launch, beating out an international giant. Music, concentrating on brand management Of Love (1996), My Own Country (1998), including the acquisition of Tropicana, as premium. In May 2006 she joined the team garnered Mehta a Silver Hugo award for Best Mehta supervised the launch of Hungama for Frank Sinatra, The Beatles, Pink Floyd, Al Monsoon Wedding (2001), Vanity Fair (2004) well as a merger with Quaker Oats. Prior to of Studio 18/The Indian Film Company in the Director at the Chicago Film Festival. The sec- TV’s prototype channels in Indonesia & Ma- Green, The Beach Boys and Dean Martin. A and The Namesake (2006). Her more recent becoming CEO, she served as President and capacity of Creative Director for Studio 18’s ond installment, Earth, an adaptation of Bapsi laysia, called Astro Ceria. This new channel native of Madras, India, raised in Los Angeles films include Amelia (2009), starring Hilary CFO in 2001, when she was also named to Feature Film Production wing. Since beginning Sidhwa’s partition novel Cracking India, opened served as the first local children’s station in and Houston, Murthy graduated from the Swank and Richard Gere, and New York, I the Board of Directors, becoming responsible for at Studio 18, Malik has been involved in the to a standing ovation at its Toronto Film Festival both countries and once again beat out inter- University of Texas, Austin. Love You (2009) starring Natalie Portman corporate functions such as finance, strategy, entire creative supervision of their films and premiere. national players to become number one. and Irfan Khan. A long time activist, Nair corporate platforms & innovation, investor brings her keen sense of story telling to the divides her energies between filmmaking, her relations and information technology. Before fore. Vandana did her schooling and senior Never one to shy away from controversy, Over the last 15 years, Mehta has been re- two successful non-profit organizations and her career at PepsiCo began in 1994, Nooyi education in Delhi and holds a graduate de- Mehta embarked on one of her most ambi- sponsible for the start-up & creation of some her production company Mirabai Films. Her worked in such diverse avenues as: a Swiss gree in Arts from The Lady Shree Ram College. tious projects yet—the final film of her trilogy, of UTV’s major divisions, and has produced forthcoming feature will be an adaptation of industrials company, the Boston Consulting Water, dealing with the lives of widows on over 3500 hours of award winning television Mohsin Hamid’s bestselling novel, The Re- Group, as well as holding product manager an ashram in Varanasi. Though filming was programming in multiple languages. She has luctant Fundamentalist, to be filmed in New positions in India at Johnson & Johnson. plagued by riots, it was completed in 2004, worked with every major broadcaster and is York, Pakistan and Chile in 2010. and opened to much acclaim, including an also a multi-award winning director of cor- Nooyi also serves as a member of the boards Oscar® nod in the form of a best Foreign Film porate documentaries. Mehta was born and of the Consumer Goods Forum, Catalyst and nomination. Aside from the trilogy, Mehta has brought up in Mumbai. She is a graduate of Lincoln Center for the Performing Arts. She is embarked on many diverse projects during her St. Xavier’s College with a BA in Economics a Successor Fellow of Yale corporation and career, including the romantic musical comedy and is also trained in theatrical acting. serves as Chairman of the US-India Business Bollywood/Hollywood, as well as collaborating Council. She holds a BS from Madras Christian with her brother on the film Cooking with Stella. College, an MBA from the Indian Institute of In light of her global acclaim and contributions Management in Calcutta, and a Master of in Film, Mehta has been awarded honorary Public and Private Management from Yale. degrees from McMaster University and the University of Victoria.

vandana malik deepa mehta Zarina mehta Sujata Murthy MIra Nair Indra nooyi Aparna Pande Saijal Patel Priti Shahani Latha Sundaram Deborah tellis Selina Tobaccowala General Manager, U.S. Consumer Magazines Analyst and Commentator Senior Vice President Executive Vice President and Global Account Senior Vice President Vice President, Product and Engineering Disney Publishing Worldwide Squawk Box Asia and Worldwide Exchange The Indian Film Company Director, Starcom Worldwide International Distribution Survey Monkey CNBC Summit Entertainment

Aparna Pande is Vice President, General CNBC correspondent Saijal Patel is a Certified Priti Shahani has been working in the Hindi Latha Sundaram is a power player of the Deborah Tellis currently serves as Summit Vice President of Product & Engineering at Manager of the Disney FamilyFun Group. In General Accountant and a CFA charter holder. film industry for almost 6 years with Studio advertising scene. As Executive Vice President Entertainment’s Senior Vice President of Inter- SurveyMonkey, Selina Tobaccowala joined the her current role, Pande has general manage- She brings to CNBC 8 years of financial industry 18/The Indian Film Company. where she is of Starcom Worldwide, Sundaram oversees national Distribution where she is instrumental company in October 2009. Previously, she ment responsibility for Disney FamilyFun and experience alongside clear analysis and up- Senior Vice President of Acquisition, Marketing, media in 80+ countries. At her 15th year with in the studio’s success with such notable titles was Senior VP of Product & Technology at Disney en Familia magazines, overseeing to-the minute coverage of news driving the Distribution & Syndication. At Studio 18/The Starcom, she has managed tech accounts including the extremely popular Twilight & The Ticketmaster’s European division, managing editorial, consumer marketing, production, Asian markets. She is a regular contributor to Indian Film Company, Priti Shahani has been such as Samsung, Oracle, and Sun Microsys- Twilight Saga: Eclipse, Knowing, Red Cliff and a 200 person product, technology, and 24 advertising sales and marketing efforts for CNBC’s global program Worldwide Exchange, instrumental in identifying, acquiring, market- tems. Her range of experience covers such P.S. I Love You. Tellis maintains a presence operations team. Prior to that, Tobaccowala international korn / ferr y the US Consumer Magazine divisions. Pande and also presents live reports on Squawk ing, distributing & syndicating some of the diverse avenues as communications strategy, within 83 international territories working was VP of Online Product & Technology at joined Disney Publishing Worldwide in 2008 Box Asia, Capital Connection, Squawk Box highest box office earners in the last decade media planning & buying, as well as account closely with local distributors on distribution Entertainment Publications, where she led 25 from Meredith Publishing where she most Europe, as well as coverage of the Middle such as Ghajini, Golmaal Returns, Singh Is management, production and research. She strategy, dating, and the execution of market- the company’s online sales and technology recently served as General Manager, Parent- East, Pakistan and India. King, Welcome, and Jab We Met. For all of is the recipient of numerous awards and ac- ing campaigns of Summit’s film and video initiatives. In 1997, she founded Evite.com, hood Group. Previously, Pande has overseen these films Shahani created tremendous value colades in her field, including a 2004 “Rising releases. Tellis has served as Vice President the revolutionary online invitation service, the P&L for Parents and American Baby Patel has interviewed many politicians and by introducing aggressive and innovative Star” honor from Media Post Magazine, a 2007 of the department since July of 2005 and as where users currently send over three million magazines where she supported the Meredith top CEO’s from some of Asia’s biggest corpo- Marketing and Distribution strategies. For the “Agency Innovator” from Internationalist Director since October of 2004. Before coming invites per month. As VP of Engineering for Publishing Group’s President on strategy and rations, including: Canadian Prime Minster film Jab We Met, she created a new syndica- Magazine, as well as a Jack Meyer’s Media on board at Summit, Tellis worked in Marketing Evite.com, she led the company’s develop- operational initiatives. She has also served Stephen Harper, US Commerce Secretary tion model for the use of of satellite rights Award in 2005. at Sony Pictures Releasing International. ment and operations, playing a key strategic as Brand Manager of Children’s Books at Gary Locke, and DBS CEO Piyush Gupta. Prior of films which unlocked hidden revenue for role in the direction of the company’s board. Meredith, launching this brand-new business to her work for CNBC, Patel worked both on films and has now become the norm within Sundaram was born and raised in Chicago, Tobaccowala holds a B.S. in Computer Science for the group. Prior to her work at Meredith, and off camera for Canada’s business chan- the industry. Prior to joining Studio 18/The Illinois, and attended Northwestern Univer- from Stanford University. Aparna was Assistant Brand Manager at Mattel. nel Report on Business Television, serving Indian Film Company Shahani had worked sity, graduating in 1995 with a BA in both as a producer and stocks reporter covering with Sahara One Motion Pictures as Head of Economics & Sociology. She continues to Pande received her BA in Economics from UC Canadian, US and International markets. Marketing for two years, and before that she be a proactive talent at Starcom, dedicating Berkeley and her MBA from USC, with a focus worked with Hungama.com for five years as one herself to global development efforts, and on Strategy and Entrepreneurship. Patel has a B.A. in Commerce from the of its founding members. has served as a leader on the company’s Di- University of Manitoba. versity Council. She also launched Starcom’s employee affinity group program, which won a 2007 American Advertising Federation Mosaic Award.

aparna pande saijal patel priti shahani latha sundaram deborah tellis selina tobaccowala rising star rising star rising star rising star rising star

Kavita Amar Meghna Ghai-Puri Sharmalee B. Lall Kavi Mehta Reena Singh Senior Counsel, Business & Legal Affairs President Vice President Senior Counsel, Legal Affairs Disney Channel Original Movies rising New Line Cinema Whistling Woods International Business & Legal Affairs ABC Family Comcast Entertainment Group

starS As Senior Counsel, Business & Legal Affairs As President of Whistling Woods International, As Vice President of Business & Legal Affairs Kavi is currently Senior Counsel, Legal Affairs Currently Reena Singh is Director of Develop- Korn/Ferry international for New Line Cinema, Kavita Amar has served Meghna Ghai-Puri has been instrumental in for Comcast Entertainment Group, Sharmalee for ABC Family. Part of the Disney-ABC Televi- ment for Disney Channel’s kid and family indian film festival of as the production attorney on projects such shaping India’s largest film, television, Lall oversees legal matters for some of the most sion Group, ABC Family is distributed in over branded movies. While at Disney Channel, los Angeles as Sex and the City, Semi-Pro, Pride and Glory animation, & media arts institute since its dynamic network properties of the day, includ- 98 million homes. ABC Family’s programming she has worked on some of the network’s as well as the upcoming Sex and the City 2 inception. At Whistling Woods, Puri heads all ing E!, Style., and G4. She has over ten years is a combination of network defining original highest rated programs—High School Musical, and the Farrelly Brothers’ comedy Hall Pass. operational aspects of the institute, manag- of experience in the media and entertainment series and original movies, quality acquired Jump In! and Camp Rock. She collaborates Amar drafts above-the-line agreements for ing a team of well over 150 professionals & industry. Lall began her career practicing series and blockbuster theatricals. Prior to with the brand management team to extend talent, directors, and producers, manages all faculty, as well as 350 students. corporate law in New York first at the firm of joining ABC Family, Kavi worked for Walt the company’s most prominent franchises Kaye Scholer LLP and then at Loeb & Loeb Disney Animation Studios and Buena Vista across various lines of business. She travelled 26 legal aspects of production with marketing, international korn / ferr y publicity home video and product placement Early in her career, she managed marketing LLP. She was able to make a quick transition International, both divisions of the Walt Dis- to India for the production of the Disney departments, and counsels New Line on is- and business development for Mukta Arts Ltd. into the entertainment field, serving as in-house ney Company. Kavi’s career in entertainment Channel Original Movie—Cheetah Girls One 27 sues relating to copyright, clearances, chain She has been involved with key businesses counsel at Rainbow Media Holdings, LLC law began with legal internships at New Line World and is now developing movies as part of title and other intellectual property rights. in the Indian entertainment industry through (which owns AMC, IFC, WE, and several regional Cinema, Paramount Network Television and of the company’s new co-production model Before joining New Line in 2005, she worked high-profile projects including the ambitious sports networks). In 2005, she made the move Twentieth Century Fox. Kavi received both her with the international programming team. Prior as an entertainment and litigation associate stage celebration Cinema 100, a showcase to Los Angeles as VP of Business & Legal Bachelor of Arts and law degree from Pep- to Disney Channel, she spent a year at ABC at Davis Wright Tremaine LLP, an employment of 100 years of Indian cinema. She has also Affairs at SiTV Inc. She began her tenure at perdine University. She is a member of the network as an Entertainment Associate work- litigator at O’Melven & Meyers LLP, and clerked been associated with such Bollywood hits as Comcast a short while later in 2007. California State Bar and is admitted to prac- ing with senior executives in every aspect of for The Honorable Robert S. Lasnik, Western Pardes, Taal & Yaadein. tice in both California and the US Supreme network programming from development and District of Washington. Lall graduated first in her undergraduate class, Court. Kavi was born and raised in Kansas current programming, production, research, Puri holds a Bsc Honors in Business from Kings and in the top two of her law school class. City, Missouri. marketing and sales. She began her media She graduated with a J.D. /M.B.A. from USC, College, London, as well as an advanced While in law school, she was also Executive career at Bon Appetit magazine and then and attended U.C. Berkeley for undergraduate degree in Communications, Advertising & Articles Editor of the St. John’s Law Review as attended the Annenberg School of Journal- studies. She has served as a member of Ninth Marketing. well as a Summer Fellow at Battle Fowler LLP ism’s Masters Program at the University of Circuit’s Public Information and Community after only her first year. Southern California. At ABC Network News, Outreach Committee and has authored and she produced day-of-air and long form docu- co-authored a number of articles regarding mentary style pieces for World News Tonight communications law. Amar is also the author with Peter Jennings, Good Morning America, of the novel L.A. Style which follows single Nightline and Primetime. After several years fashionistas as they navigate love and life in on the road covering US politics, natural di- Los Angeles. sasters and international events, she crossed over to the entertainment division. She is the editor of this issue of Insights as well as a member of the Women In Film International Committee.

Compiled by: Surekha Paruchuri, Sheila Shah and Anam Syed kavita amar meghna ghai-puri sharmalee b. lall kavi mehta reena singh The Road to 3 Idiots.com Sometime ago, MSN India created a virtual Companies are also tapping into the expanding “Munnabhai BOT” for the superhit Lage Raho VOD market in the US UTV recently made its Online games for the Indian films have had an online presence since Munnabhai that could be added to users’ Abhishek Bachchan starrer Delhi-6 download- Bollywood blockbuster the mid 1990s. Traditionally, most have had a Windows Live Messenger allowing them to able on iPhone for $9.99 and plans to offer 3 Idiots took users to chat with the lovable hoodlum in his Mumbai- more through this platform, he says. the Idiot Academy and basic Web site featuring cast, crew, synopsis, schooled marketers on trailers and downloads, but the marketing style street lingo. More than 200,000 users the ABC’s of a successful game has been changing over the past few befriended Munnabhai within the first two However, experts say that the effort is minis- online campaign. years. Innovative methods including gaming weeks of the promotion. cule compared to its potential. are now coming into play. Although the first multi-user film-based game was created for Paa starring Amitabh Bachchan and Akshay The Obstacles Shahrukh Khan-starrer Don, the scale, content Kumar headlined Kambakkht Ishq were among interactivity and strategy for the 3 Idiots digi- other recent movies that went beyond the Despite recent success stories and pressure tal promotion became a pioneering effort. usual Web site and offered interactive elements for global awareness, insiders say new media to build interest and engage the viewer in the marketing of Indian films is still in its infancy. Prior to 3 Idiots, the box office top-grosser film’s content. Nevertheless, they are certain that demo- position was held by another Aamir Khan graphics, corporatization and revenue potential starrer Ghajini in late 2008. Two weeks before Online film promotion has gained in impor- will propel bigger new media marketing cam- the release of Ghajini, an integrated new me- tance in the last two years. Trailers are mar- paigns in the near future. dia promotion was unleashed with two viral keted on high-traffic websites such as MSN, campaigns: Find Ghajini, where online users Rediff, AOL and Yahoo to drive audiences to “There is a steep shift toward online advertising”, played the lead role portrayed by Aamir Khan the film’s content. The Web campaigns are agrees Dhar. in the movie, and like him, try to find Ghajini, also gradually moving toward interactivity the killer, by looking for clues. When users find rather than just providing information that Unfamiliarity with the digital medium in an in- all the clues, they are given a phone number can only be seen and consumed. Presence dustry dominated by family-owned production on which they hear Aamir Khan talking to them. on social networking sites such as Facebook houses for nearly a century is a prime factor 28 The other viral allowed users to upload their and Orkut has also increased turning the in the wariness to engage in it. grad u going digital … photo onto Aamir Khan’s Wall of Suspects online community into unpaid marketers for 29 all based on the film’s story line. The Web site, the film. Producers are realizing that word- “We have to evangelize the medium to (the y like the memory of the movie’s central char- of-mouth is one of the most important influ- producers),” says Hungama’s D’Silva. acter, refreshed itself every 15 minutes–dri- ences in moviegoing decision. Stars including ving the user back to the homepage. Around Amitabh Bachchan, Akshay Kumar, Priyanka Producers typically spend 55-60 percent of a Chopra and Preity Zinta feed updates of their Marketing films through new media is not a big hit in India. Yet. 270,000 visitors logged in within the short span film’s marketing budget on TV ads, 20-30 per- But the scenario is changing. leading up to the film’s release. upcoming films to fans through their blogs and cent on print ads and billboards, and about SNS pages. Each of Aamir Khan’s post on his 5-7 percent on new media initiatives, said Priti “It was a very comprehensive plan,” said blog receives 1,000 to 10,000 comments. Shahani, most recently head of marketing, Carlton D’Silva, creative director of Hungama distribution and syndication of the Indian Released last December, 3 Idiots has become the highest grossing Besides the ARG, the film’s Web site – www.idiotsacademy.com – took Digital Media that executed the campaign on Global Reach Film Company–India’s first publicly listed Indian film to date. The road trip comedy kicks off with three former users to different rooms of the Idiots Academy like the director’s office, various platforms. Besides the Web site, movie- film company. According to Shahani, the college friends embarking on a search for a buddy, played by Aamir hostel, cafeteria, classroom and, yes, even the bathroom. Each room based ringtones and callback tones were Online presence has become crucial to mar- sheer reach of conventional media across Khan, who vanished right after graduation. But a huge box office offered interactive applications based on the movie. The Web site offered. An email campaign urged users to keting Indian films in the three major overseas all strata of society is indisputable. draw isn’t the only big story surrounding the blockbuster. The market- recorded more than 4.5 million game plays over a 6 to 8 week period. register for film updates. The integrated digital markets (US, UK and UAE) as most films earn ing blitz for 3 Idiots is considered a benchmark in digital publicity of campaign engaged 1 million visitors over two 15-20 percent of their revenue there. an Indian film. “Now, you cannot look at marketing without what you “SNS creates a huge awareness but, at this “We were asked to create something different instead of a run-of-the- months. Hungama won two Abby’s, a coveted can do digitally,” says 3 Idiots producer Vinod Chopra. mill site,” says Rohit Sharma, CEO of Zapak, an online gaming portal point, there are no indicators of its impact advertising world award, for this campaign. that designed the games and is the digital arm of the film’s distributor “Internet is the only way for us to get the word on ticket sales,” Shahani says. After all, the Vinod Chopra Productions went all out to build a multi-platform Reliance BIG Entertainment. out about our films to expatriate Indians who bottom line is to pull the viewer to the movie digital campaign for the film. Central to the effort was an alternate do not have Indian TV channels,” says Lokesh theater. reality game (ARG) focusing on a disappearing movie star, Aamir Social networking was also part of the film’s marketing machine. More Dhar, CEO of UTV Motion Pictures, USA. Khan. For the ARG, Aamir Khan traveled incognito to different Indian than 125,000 fans worldwide logged in to chat live with Aamir Khan towns and clues to his next appearance were dropped as riddles through his Facebook profile “Aamir Khan the Pucca (Real) Idiot”. Then in the media including on the Internet that had fans scrambling to there was the music component. The film’s music was launched online figure out his whereabouts. The excitement built to a fever pitch with via webcam instead of a traditional launch at a press conference. fans learning to play the game and then competing with each other Film-themed mobile applications were part of the strategy too. So to find Khan. unique was the overall campaign in the Indian scenario that Forbes India examined it in an article titled Idiot Savant. Producers also rely heavily on star-power to “[The] Internet’s strength lies in creating Indian professionals who keep their eyes Pressure to go digital is also exerted by new generate a good opening. Dharma Produc- communication, developing levels of engage- trained on Hollywood’s use of the new media business models brought in by large corpora- tions’s thrust for My Name is Khan was on ment for different kinds of audience,” said to promote films claim that the Amercian film tions such as Reliance, UTV and production leveraging director Karan Johar’s track record Krishna Prasad, former executive producer of industry is leagues ahead. eMarketer.com alliances with Hollywood studios such as and the superstar cast of Shahrukh Khan and MSN India. “Producers need to take a holistic estimates that Hollywood studios will spend Warner Bros., Disney, Fox and Sony. Third Kajol, whose presence at numerous promo- view of digital marketing,” he added. 9.3 percent of its total marketing dollars on generation of traditional filmmakers also have tional events around release time combined online ads this year and expects it to reach greater comfort in using the new media. with aggressive TV and print campaigns, were Advocates of digital marketing point out that 14.2 percent in 2013. With nearly 228 million enough to get it the highest-grossing opening the primary film-going audience is in the sophisticated Internet users (74 percent of Other compelling pluses of Internet marketing, weekend of any Indian film. Digitally, the movie age group of 15-30, belonging to the same its population and nearly four-times India’s experts say, is interactivity, which could lead to had a Web site, Facebook presence, and PC demographic as Internet users. Their distinc- user-base) and easy access to broadband, exponential popularity for a film, and the low- and mobile games. tive trait is they are wired and they network. innovations abound. Varied tools are used cost of these campaigns. Internet-based cam- D’Silva called urban youths “a restless kind… such as Webisodes to introduce and socialize paign costs about 10 percent of a TV campaign. Star faces on posters remain a huge draw who want to see something different, who look a movie’s characters before release. There are Use of technology and new media have also in small towns, said veteran print-publicity for intelligent content.” Innovative marketing also complex applications to hook in die-hard opened up new revenue streams. With 470 designer Rahul Nanda whose credits include is essential to get them to spend their buck gamers as well as the use of social networks, million cellphone users in a movie-crazy country, 3 Idiots. His company H-One also creates on your film out of the 2-3 new releases vying trailers and downloads. Indian marketers cited film-based ringtones and callback tones have movie websites. “We lack digital-friendly for it every week, he added. examples of Avatar’s multi-layered Web site turned highly lucrative. Zapak’s Sharma said concepts and story line”, he says adding that packed with interactive features and the paid film downloads and ads on movie Web sci-fi’s, thrillers and adventure flicks would be Even though movies with bankable elements marketing of The Dark Knight as excellent sites promise additional gain. ideal for creating digital synergy. He is plan- are setting the trend in digital marketing, case-studies. ning an extensive virtual-world campaign for content-driven movies with unknown names The rising awareness of the medium’s poten- 30 the upcoming sci-fi RA-One, he says. are likely to benefit more, Shahani said. For Growth potential tial is goading producers to venture into new grad u going digital … example, the stupendous box-office success territory. “Everyone wants to do something on 31 all Target Audience of recent American ghost-flick Paranormal Ac- Acceptance may be gradual but industry the Internet, even if they are not sure what,” y tivity, which cost $15,000 and grossed $183 experts predict that digital promotion will said D’Silva. Zapak and Hungama, have created Would box office collections of Ghajini and million worldwide, is attributed to innovative become an integral part of a film’s multi- teams to pitch digital marketing to producers. 3 Idiots have dropped without a digital cam- viral campaigns. Similarly, The Indian Film media marketing strategy in 2-3 years time. paign? Shahani and Nanda don’t believe so Company’s Striker, a small-budget Hindi mov- Several factors propel this shift. First, Indian The more emboldened are already forging al- considering their director-star saleablility. ie without known names had a brief theatrical filmmakers are realizing that since the youth liances to develop and deliver digital promo- However, they are convinced that if strategized run in India this February. But it garnered forms the largest segment of the paying audi- tion across platforms and India’s tech-savvy thoughtfully, digital marketing has the poten- 400,000 paid downloads on YouTube in the ence, new media marketing is imperative. creative professionals are impatient to take tial of a large conversion rate. According to first week. The producers dubbed the strategy Also, although limited to the Internet literate on the challenge. “We can create digital cam- Shahani, digital-marketing window is prior to “a gold mine”. A special Striker edition of the English-speaking Indians, the country’s 57 paigns of Hollywood caliber,” says D’Silva. mainstream marketing. If started early on in popular Touch Carrom game is now available million users present a significant market the film’s production, Internet campaigns can for iPhone and iPod. since the current penetration of the Internet by Preeti Chandan play a vital role in kindling and whetting a is only 5 percent of the country’s population wide audience’s curiosity, experts say. highlighting unlimited growth potential.

Images from the popular online site based on the Aamir Khan thriller Ghajini. FoxStar has entered into a multiple-film deal with top producer-director iffla Vipul Shah (Singh is Kinng, London Dreams, Waqt). It has also struck a deal with AR Murugadoss, who directed Aamir Khan-starrer block- industry buster Ghajini, to develop and produce Tamil films. leadership Through widespread distribution, FoxStar also aims to draw non-Indian audiences into theaters to check out Indian fare. A shorter, altered cut of MNIK will be released as an art-house movie shortly in the US awards and six other markets including Italy, Spain, Germany and Russia.

Panitch said Fox’s strong international distribution network would be Sanford Panitch an asset for Indian films. “I think it speaks to Fox’s versatility that it Sanford Panitch, president of Fox International Productions, is a could pull off success for a Hindi film worldwide along with Avatar at globetrotter, who forges alliances in key foreign markets to produce the same time,” he added. local-language films. In the recent success of Indian films such as taut terrorist drama A He has been going to India every six weeks for the last 18 months Wednesday, horror flick Bhoot and the gritty Fashion despite being scoping out prospects in Mumbai, New Delhi and Chennai. Watching In- devoid of the traditional staple of song-and-dance, Panitch sees a dian movies, reading Bollywood trades and Indian dailies, and checking willingness in the Indian film market to evolve. Acceptance of new, out Indian movie-business websites have become routine for him. emerging genres is encouraging and exciting for foreign producers, he said. India and China are his division’s biggest priorities, Panitch said. Better acquaintance with India has brought about a shift in Panitch’s Under Panitch’s leadership, FIP recently pulled off a feat with its world- perspective. Calling the well-established, century-old Indian film wide release of the Hindi film My Name is Khan (MNIK), which it co- industry an “emerging market” is an oxymoron, he realized. “It’s an produced with Karan Johar’s Dharma Productions. The film is one of emerging market only for the west,” he said. “We are just children try- the highest grossing Bollywood films of all time. ing to learn about the Indian film business and in whatever way we can be additive, we’ll try.” Panitch, 42, a 20-year Hollywood veteran, will be honored with the Industry Leadership Award by the Indian Film Festival of Los Angeles, Panitch’s unit has made impressive strides in other territories as well. along with Uday Shankar, CEO of Fox’s Indian sister company, STAR He struck a deal for Fox’s first Chinese co-production, Hot Summer India. The award will be presented at a special luncheon April 22. Days which in recent weeks has become the most successful Holly- wood local-language production of all time at the Chinese box office. “I am so honored to receive this award and to have the opportunity to Other highlights include The Admiral, the second-highest grossing celebrate the outstanding global achievements of Indian cinema, includ- Russian film of all time; Brazilian romantic comedy If I were You 2, to ing our recent successes,” Panitch said. “It is humbling that in such a be remade in Hindi; and Spain’s top comedy of 2009, Spanish Movie. short period of time, 20th Century Fox has caught the attention of the Indian film community and managed to work with such acclaimed Panitch said he taps into his ability, honed from years of working on filmmakers. We look forward to even more collaborations in the future.” films, to identify a big idea. He emphasizes good story-telling as key to the success of any film but added that the guidance of local ex- The tremendous growth potential of several overseas film territories ecutives the studio has hired in each country is equally crucial. especially India (that offer extraordinary cost-to-grosses ratio revealed 32 Panitch has worked with some of the biggest names in Hollywood.

ind u str y IFFLA leadership again recently by MNIK and 3 Idiots) at a time when Hollywood growth Soon after graduating from Tulane University, he went to work for has flatlined, prompted Fox to turn its sights toward them. It formed a 33 new division, FIP, in 2008 to establish a production foothold primarily James Cameron and Gale Anne Hurd at Pacific Western Productions awards in territories where local films dominate such as Japan, France, Germa- in 1989 making such films as The Abyss and T2. ny, Spain, South Korea, Italy and UK, besides India and China. Panitch was chosen to lead it. Before taking the helm at FIP, he served as president of Filmed Enter- tainment for New Regency Enterprises. He was previously executive th The same year, FoxStar Studios India, a joint venture between Fox and vice-president of 20 Century Fox from 1997-2000 during which time STAR Network, was created to align the two corporations’ respective he was executive on Titanic and initiated the Dr. Doolittle franchise. strategic interests. FIP and STAR oversee FoxStar. Headed by CEO Vijay Before coming to Fox, he ran Arnold Kopelson Prodcutions. Singh, FoxStar produces or acquires local Indian film material, develops it, supervises production, and then markets and distributes Indian During his tenure, he supervised over 75 films including The Fugitive, films. Panitch said STAR’s exceptional relationships and reach in the Falling Down, Jumper, Office Space, Daredevil, Alvin and the Chipmunks, Indian film industry, developed over 20 years, are great assets for Man on Fire, Big Momma’s House and Mr. and Mrs. Smith. He was a the studio in making significant inroads. STAR is the biggest buyer of co-producer on David Fincher’s Brad Pitt starrer Seven and Wolfgang Indian films and the leading broadcaster in India. Peterson’s Outbreak.

“There is evidence that Bollywood could surpass Japan by 2014 to Despite his peripatetic lifestyle, Panitch finds time to pursue some of become the second biggest market in the world with 95 percent local his other passions at home. As visiting adjunct professor at Tulane, production. It makes sense for us to participate where Hollywood he teaches a class on new approaches to creative writing relying on market share is not dominant,” Panitch said. filmic references. He serves on the board of the Santa Monica Civic Association, the board of Student Voice Project that supports high-school In 2009, FoxStar distributed the hilarious Tamil curry western Quick newspapers in inner-city schools, and on the curator’s council of the Gun Murugan but entered production in the Indian market with MNIK. LA Art Organization. This year, he also served on the Academy’s Foreign SANFORD Language Committee. Its next film, Dum Maaro Dum with Ramesh Sippy Entertainment, is already under way. The action-packed thriller, directed by Rohan Sippy PANITCH (Bluffmaster) stars Abhishek Bachchan and Bipasha Basu. Two other by Preeti Chandan FOX FILMS INTERNATIONAL films are likely to start this year, Panitch said. STAR—and its rival Zee Network—are also pushing for expansion of Direct to Home (DTH) and Shankar believes it will grab a large market iffla share in the near future.

industry A keen analyst of India’s broadcasting industry, Shankar sees tre- mendous growth potential in the Indian cable and satellite market leadership because its current reach is only 105 million to 110 million homes, less than 50 percent of total Indian households. “The audience is awards changing as cable and satellite spread across the country,” he said.

However, the challenge will be creating localized content to cater to uday shankar India’s daunting diversity. “It is not easy for broadcasters to create Uday Shankar is among the fortunate who can pursue their passion content centrally and offer it countrywide. The creative process will as a profession. have to be decentralized,” he said. “Indian TV or film market is not like the US, held together by a common language and largely a single The CEO of STAR India, a leading Indian media and entertainment religion. It’s more like the European Union where every market is a company that owns numerous television channels, is a self-confessed distinct linguistic and cultural group,” he added. die-hard TV lover. “I have been fascinated with TV since its entry in India in the 1980s and that enchantment continues even today,” Shankar Shankar predicts that a powerful shift will occur with the rise of niche said in a phone interview from Mumbai. channels that target a smaller viewership but forge a distinct connect with it. In his three years as CEO, Shankar, 47, has led STAR’s transformation from a leading broadcaster to an integrated media company with STAR’s reputation as a pioneering, innovative brand and its presence a significant presence in regional broadcasting, film production, in some critical niches such as sports, English-language entertainment, cable, DTH and home shopping. He also manages STAR’s Interna- and youth and music programming give it an edge over Zee as well as tional businesses. newcomers Colors and NDTV Imagine, Shankar said.

A veteran print and TV journalist, Shankar will be honored with the STAR’s extensive line-up of soaps that transcend all socio-economic Industry Leadership Award by the Indian Film Festival of Los Angeles— barriers has also made several of their channels a favorite with the along with Sanford Panitch, CEO of Fox International Productions (FIP)— huge Indian expatriate market. Shankar said Indians overseas miss at a special luncheon April 22. stories from “home” and tales presented through these soaps provide them an emotional connection with relatives in India. “I thank IFFLA for bestowing this honor upon me and thank my wonderful team at STAR India for their continued efforts in bringing His years in journalism proved to be a remarkable training ground for quality Indian-themed entertainment to an international audience,” this management position, Shankar said. Looking at the society more said Shankar. closely and deeply than any other profession; gaining an outside-in perspective, analyzing it and then devising strategy; and not taking STAR has the highest reach among India’s broadcasters, beaming to people for granted are some of the strengths honed as a journalist over 168 million people every week across India and 65 countries. that serve him well today. Its portfolio includes 32 channels in eight languages spanning such household brands as STAR Plus, STAR One, STAR Gold, Channel [V] Shankar started as a political journalist with the national daily The Times and STAR Movies as well as joint venture channels Asianet, STAR of India and later specialized in environment. He also served as asso- News, ESPN and STAR Sports. ciate director of the prestigious Centre for Science and Environment.

Shankar took the helm in 2007 at a time when STAR was traumatized In his impressive journalism career, he was in-charge of establishing 34 by a spate of high-profile exits. He set about to restore confidence in Sahara TV’s news operations. As editor and news director of the TV ind u str y IFFLA leadership the company’s leadership potential among its young demographic and Today Network of the India Today Group, he spearheaded the launch put it on the path of aggressive growth. of the Hindi news channel Aaj Tak in 2000 and steered it to the top 35

awards spot in the ratings charts. In 2003, he launched Headlines Today, a He aligned STAR India to achieve the dynamic growth objectives—phys- 24-hour English language television network, for the same group. ical spread as well as financial performance—of its parent company, News Corporation. He rolled out a slew of regional-language channels In 2004, he became CEO and editor of MCCS, which operates the Hindi in the states of Maharashtra, Bengal, Karnataka, Tamil Nadu, Kerala news channel STAR News, the No.1 Bengali news channel STAR Ananda and Andhra Pradesh, making STAR a key player in each market within and the No.1 Marathi news channel STAR Majha. just two years. He was also instrumental in reinventing some of STAR’s smaller channels such as STAR Movies and Channel [V]. He joined STAR India in April 2007 as COO and was promoted to CEO uday later that year. The next phase of growth for STAR, he said, would come from having shankar a rich and diverse portfolio of programs that would touch the lives of In all his years with TV networks, Shankar’s job description included star india every kind of content-consumer. TV watching. “I watch it all the time, even when I am overseas and don’t understand the language. I never tire of it,” he said. He watches Part of his strategy to achieve this was the creation of FoxSTAR, a with a simultaneous sense of engagement and inquiry. “What I like is movie production arm that is a joint venture with STAR’s sister com- the relationship that TV has with homes. Other than working in their pany 20th Century Fox’s Panitch-led FIP. “I am closely involved with profession and sleeping, people spend a lot of their remaining time FoxSTAR,” Shankar said adding that the venture unites the comple- watching TV,” he said. mentary strengths of the two companies—Fox’s knowledge of the movie-making business and STAR’s strong grasp of India’s consumer So what does Shankar watch on TV? The answer: News, sports especially landscape. “FoxSTAR’s conscious strategy is to become a leading cricket, and movies. STAR soaps that he helped create such as Pratiggya, producer of Hindi films as well as deeper penetration into regional Geet, Bidaai and Yeh Rishta, are also a part of his daily viewing diet. cinema,” he said. by Preeti Chandan Elina Meswani, Kunal Kapoor and Farhan Akhtar cheer on the Mumbai Indians during the 2010 DLF Indian Premier League T20 group stage match between Mumbai Indians and Chennai Super Kings played at Brabourne Stadium on March 25, 2010 in Mumbai, India. (Photo by Yogen Shah-IPL 2010/IPL via Getty Images)

IPL3 alone is predicted to generate $1 billion Says Manu Sawhney, Managing Director of t-shirts, footwear, etc.) via licensing partner- in revenues. But advertiser and broadcaster’s ESPN STAR Sports, “We anticipate that the ships between manufacturers and the cricket ready. go! interest in Indian sports sponsorships will most biggest football cup tournament will resonate franchise clubs. In doing so, IPL began defin- likely continue after the last wicket has fallen. with our many sports fans across the Indian ing itself as a recognizable brand, which has That’s because of this year’s remaining sport- sub-continent including India, Pakistan, Sri grown since inception. The latest report by ing events bounty—Football World Cup (FIFA), Lanka, Bangladesh, Maldives, Nepal and Brand Finance puts the IPL brand value at the Commonwealth Games and the ICC World Bhutan”. $4.2 billion. This year’s tournament has Twenty20 Championship. demonstrated the continued strength of this set. Brand New Game iconic event. In 2006, ESPN Star Sports experienced a 44 ©iStockphoto.com/kshishtof percent increase in viewership of the FIFA According to a December 2009 white paper The 2010 season’s opening game between World Cup from the 2002 games. This year by Ficci (Federation of Indian Chambers of Bollywood leading man Shah Rukh Khan’s they expect continued record growth and have Commerce and Industry) and License India Kolata Knight Raiders and the Deccan Char- READY. SET. GO! But forget the industry white papers, reports theatres along with broadcaster UFO Moviez consequently doubled their programming to on The Business of Sports, IPL is cited as “the gers attracted 42 million viewers, which were The game is on for India’s sports and statistics. All anyone had to do was tune plan to screen the final four IPL matches in 200 hours of coverage compared to 100 gateway” for launching merchandise (caps, made up of 45 percent of 15 to 35 year olds entertainment industry. into the India Premier League 3 (IPL3) cricket 3D. VRockMobile teamed up with the IPL to hours in 2006. craze to realize that the game is on when it offer the latest news, score information and 36 comes to the Indian sports arena. the games. And Google partnered with IPL to red

y. set stream the games live on YouTube. 37

. go The race is on for sporting events rights in the Last month kicked off the third annual DLF India Obviously cricket continues to be a big draw. How has the game changed for sports

! competitive TV distribution market resulting in Premier League (IPL) cricket competition. The The Google-DLF IPL marriage is estimated to Do you see the playing field in Indian sports celebrities in the past five years? record breaking deals. That’s because according six week contest featured eight cricket fran- be the biggest online sporting event deal to entertainment expanding? Sports industry is a fast growing business, to PricewaterhouseCoopers’ Global Entertain- chises representing various regions of the date and the audience response was over- Popularity of sports such as tennis, golf, and the country is beginning to recognize ment and Media Outlook report, worldwide nation playing a shortened, more exciting ver- whelming. According to Google, as of early and football is on the rise. While cricket has the importance of sports. The value of spending in the sports segment increased sion of the game called Twenty20. But even April the IPL YouTube Channel had attracted MVP: a cult -like status at home, field hockey which deals signed on by celebrity athletes has 12 percent in 2006 and is expected to before the first batter was up, cricket fans over 30 million views total adding almost 1 MAHESH is India’s national sport got a new boost and increased hundredfold and top celebrity increase from $96 billion in 2006 to $124 were tracking the action via such Internet million new channel views every day. Most of BHUPATHI a chance to revive its past glory after hosting athletes make more money from their 2010 Men’s Hockey World Cup in February. endorsements than from sports. Abhinav billion in 2011 at a 5.2%CAGR. sites as ESPN’s Cricinfo and Yahoo! Cricket. the subscriptions and views were from India Abhinav Bindra’s gold medal in Beijing Olympics Bindra, who won India’s only gold medal despite earlier predictions that connectivity Tennis star Mahesh Bhupathi began his in 2008 brought shooting into the forefront, in shooting in Beijing Olympics in 2008, India is a strong contender for leading the Sony’s Set Max paid close to $1 billion to air issues would hinder domestic Web following international tennis career at age 14. In and it is one of the 6 sports actively promoted closed an endorsement deal with a big worldwide sports sector’s growth due to the the games for a ten year period starting in of the games. On the advertising front, the 1997 he became the first Indian to win by the Mittal ChampionsTrust, founded by the international brand – Samsung upon his rise in the country’s middle class population 2008. During the competition, cricket enthusi- success of Google and IPL3 translated in big a Grand Slam title and today he has has steel tycoon, Lakshmi Mittal to help Indian return home, notwithstanding that tradi- athletes compete on the world sports arena. tionally shooting has never enjoyed much and their disposable income. Additional factors asts had a complete menu of viewing options sponsorships including Hero Honda, Airtel, eleven Grand Slam doubles titles under popularity in India. Also, we are seeing an include the increase in TVs per household, besides television. Cinemas dropped their HSBC Bank, HP, Coca Cola, Bangalore Royal his belt. In 2002 Bhupathi took a shot at starting his own representation business As India’s economy is doing well, people can unprecedented number of sports driven rapid growth in domestic as well as interna- shows and instead beamed the matches on Challengers and Samsung. and came up aces. His company Globos- afford better lifestyle and in the wake of IPL’s events and sports award ceremonies in the tional advertising and a passion for sports 700 screens nationwide. In fact, multiplex ports covers such key arenas as celebrity success audiences have developed voracious country, which honor athletes’ contributions and athlete celebrities. management, sports infrastructure, mod- appetite for entertainment. to sports industry. eling and casting, digital and new media. and a surprising 38 percent were women. Girl’s Doubles title in 2003, she was the first took place at the DLF Golf and Country club the IPL model, the Indian Series of Boxing will Compare that opening night number to last Indian woman to be seeded in a Grand Slam in the New Delhi suburb of Gurgaon. The event be made of of regional franchises that will year during which it took the first four games tournament winning her first Grand Slam title carried a purse of $2.1 million and was compete in a tournament. to reach an audience of 50 million viewers in mixed doubles last year at the Australian sanctioned by the Asian Tour, the European and it’s easy to see that IPL is a growing brand. Open and she has represented India at the Tour and the Professional Golf Tour of India. It turns out that Indian business mogul Anand Olympic Games. Each success has brought Indian golf has been on the upswing in the Mahindra is a Boston Celtics fan. He became But truly nothing testified more to the strength in endorsement deals with such high profile past decade, but the Avantha Masters put a fan of the team and the sport when he at- of the IPL brand than the excitement made companies as Adidas, Coca Cola (Sprite) and the spotlight on India by bringing some of tended Harvard University in Cambridge, MA. off the pitch. On March 21, IPL brought home Aircel Telecommunications. the best players on the European Tour to play Now he plans on bringing basketball to India an astonishing $703 million (32 billion rupees) against India’s star golfers. Jeev Milkha Singh, by sponsoring the Mahindra NBA (National when it sold two new franchises. Rendezvous The endorsement game has become so Jyoti Randhawa and Arjun Atwal, all partici- Basketball Association) Challenge—a seven Sports World Ltd. (RSWL)—a consortium of lucrative in India that just last month India’s pated in the Avantha Masters and have more week league held in Nagpada and Andheri, businessmen—won the bid for the new Kochi largest private sector company Reliance than 25 titles between them. India. The league will consist of two age groups: franchise for $333 million. On the same day, Industries Limited (RIL) teamed up with IMG, 14 to 17 years-old and an over 18 years-old Sahara Adventure Sports paid $370 million the world’s leading sports marketing and Driving in India is a combination of courage group. for the new Pune franchise. When IPL started management company. The joint venture will and prayer, but Formula One has had a smooth in 2008, the combined purchase price for the focus on the development, marketing and ride since taking off in India with the Force This is not the first time that the NBA has made 8 franchises was $624.7 million. management of sports and entertainment India motor racing team. Force India was a play in India. In 2008, NBA players and in India. The super agency IMG Reliance Pvt established in 2007 when Indian business- coaches participated in a Basketball Without The Endorsements Ltd., will create and maintain new sports man Vijay Mallya and Michiel Mol bought Borders camp held in New Delhi. Fifty-three infrastructures such as coaching facilities the Spyker F1 team, which was renamed. players ages 19 and under were selected from IPL3 certainly drew the stars out. Bollywood as well offer management services to sports, In 2011, New Delhi will host the first ever 15 countries by the NBA, FIBA (International actor Shah Rukh Khan co-owns the Kolkata fashion and Bollywood celebrities. Indian Grand Prix. Basketball Federation) and the BFI (Basket- Knight Riders and actress Katrina Kaif donned ball Federation of India). From lay ups to free a red Bangalore Royal Challenger’s jersey. The Rookies The Indian Boxing Federation (IBF) is looking throws, the campers took part in instruction But the biggest celebrities were on the cricket for a knockout with their IPL-like boxing se- on the game as well as competed against pitch. Cricketeer Sachin Tendulkar, for example, While Cricket is still King, there is room for ries. In February IBF Chairman Abhay Singh each other. is a crowd pleaser and advertisers have taken other sports in India. In February the tri- Chautala announced that the Indian Series notice. sanctioned Avantha Masters golf tournament of Boxing is slated for 2011. Structured like

India’s best batsman inked a lucrative, multi- year deal with Iconix, the marketing arm of international advertising giant Saatchi & Saatchi. Additionally, Tendulkar is a restaura- teur and has a healthcare and sports fitness Mahesh Bhupathi continued products venture with the India-based Mani- pal Group. And if his demigod status as a 38 cricketeer wasn’t enough, Tendulkar has Sports is a great spectacle and corporate marketing industry on the whole and made it What motivated you to start up Globos- red been featured as a superhero in a Virgin port? How did you go from athlete to

y. set sponsors are turning more and more to a global brand. 39 Comics series. sports personalities to promote their businessman? . go products, given star athletes’ outreach What do you see happening in terms of en- ! to masses and deep emotional connect dorsement trends over the next year or so? Initially, I was driven to create a sustainable Sania Mirza is India’s star female tennis player with the consumers. Traditionally, some environment for young sporting talent in who has a knack for making news on and off sports such as tennis and golf are more India’s booming economy is seeing an influx tennis, to groom a new generation of athletes the court. A practicing Muslim, she has faced commercially successful than others and on international brands and they are already trained to perform on international circuit. criticism from religious Muslim groups for her therefore will attract greater number of familiar with the concept of sports sponsor- I loved the game and believed that tennis short tennis attire. Just a few weeks ago she sponsors and advertisers. ship/ sports endorsement on a global scale. I think they will be open to explore these had the potential to become very popular stole the headlines from the IPL 3 competition How has sports entertainment in India opportunities in India. Worldwide sports is one in India. when her engagement to former Pakistani changed since you were playing tennis? of the most powerful marketing tools since it cricket captain Shoaib Malik was announced. generates strong emotions in the consumers. Back home there were no other talent agen- On the court, she is highest ranked female When I launched Globosport in 2002, So the likelihood of endorsement deals soar- cies that focused on sports and infrastructure only and I recognized the need to establish tennis player ever from India. Her professional there were two companies that offered ing with the advent of Commonwealth Games sports management services, one was is quite high as marketers seek to optimize a specialized sports agency, which would achievements include winning the Wimbledon a global brand IMG and second was a their brand message by aligning with celebrity not only provide professional expertise but Bombay-based firm Percept. Now we have athletes. So I believe the number of endorse- have a 360 degree approach to athletes’ at least 10 new strong players in this ments by professional athletes will grow at a career outside sport. segment and tremendous success of IPL significant rate in the next year. has spurred on the growth of the sports

India’s tennis darling Sania Mirza. Photo courtesy of www.mysaniamirza.com. Photographer Darren Centofanti Then in December of 2009, the NBA in an at- Adding to comScore in January 2010, 10.3 million tempt to extend its reach in the cricket crazed Internet viewers visited a sports site in India from a home [computer] or workstation. [That’s] an increase nation announced the launch of its first digital of over 97 percent from the previous year. On the effort in India. Sponsored by NBA partners HP MANU mobile front consumption of live video streaming is and Reebok, the site targets the 25 year old still in its infancy but has a huge potential base. The SAWHNEY user base of SMS alert based mobile packs has also and under population and provides weekly live crossed the 10 million user mark in the industry. game broadcasts, video highlights and blogs by NBA players. ESPN Star Sports (ESS), a joint venture between Besides cricket, is there real growth potential for other two of the world’s leading media organizations, sports in India? Walt Disney (ESPN, Inc.) and News Corporation There is nothing bigger in reality entertainment than While India is a new market for the league, Limited (STAR), has been in India since November sports. Nothing engages fans in a manner that sports the NBA is no stranger to global expansion. 1996. ESS grew from a startup to an undisputed does and this has proven time and again. sports broadcasting leader in Asia. ESS Managing NBA games are broadcast in 215 countries Director Manu Sawhney shares his thoughts on the Why? Because sports is unrehearsed, live, real time, and the league sells more that $750 million growth of his network and the Indian sports unpredictable and unscripted. When your favorite worth of merchandise internationally. This year entertainment sector. teams or player plays, more so in the case of cricket, fans come to a stop. Nothing comes in between them they plan to set up an office in New Delhi. How has the network grown since its inception and the action and quality cricket will always resonate in 1996? with the common man on the street in India. India caught the NBA’s eye not only because From a couple of networks since the inception of our business, today our offering includes 19 In a cricket loving nation like India, we’re seeing the it’s the second most populous country in the networks across Asia, digital media assets and emergence of multi-sport fans and the Indian sports world, but also because it is a tech savvy mobile service offerings serving sports fans fan is maturing faster than we can think with an country with 60 percent of the population across the region. increasing level of acceptance for other sports. Today local golf stars like Jeev Milkha Singh have become under the age of 30 years old and a growing In addition to on-air networks, we have a robust a household name and clubs like Manchester United middle class. These potential young, comput- mobile service in mobile ESPN which has a large and Liverpool players like Rooney and Steven Gerard er friendly customers with disposable income suite of specialized offerings covering 3G, WAP and have become immensely popular among the younger SMS based [services]. We also launched ESPN and growing demographics for sports. With the Force are just the demo the NBA hopes to capture. Mobile TV on the back of ICC World T20 last year in India team doing good in F1 and the race slated to India which supports live streaming and video views make an appearance in india in 2011, interest in “The demographics in terms of the economic on demand. GPRS users can download the ESPN Formula 1 is very high. Mobile TV client and view content on a subscription growth coupled with sports avidity in India rental model. On ESPN Mobile TV channel sports And reflecting these trends, we have invested in show us the potential is there,” says Bobby fans can view our Cricket events, catch the F1 race a focused manner across other genres of sports Sharma, Vice President and General Counsel and three Grand Slam events. besides key cricket and soccer properties such as Formula One, top tennis Grand Slams at Wimbledon, of the NBA Development League. “They love Who is your target demo? Any increase in female Australia Open and French Open, and golf majors cricket and there seems to be opportunity for viewership? such as the Masters, The Open and US Open. other sports as well. We’re not trying to sup- Today through our 19 customized networks in Asia, we reach out to more than 300 million viewers Are more advertisers increasing their sports plant basketball as a sport over cricket, but across 24 countries in Asia. entertainment spend? there seems to be an appetite for variety of I believe that sports sponsorship is still one of the entertainment options.” While the core target audience continues to be Male, most effective ways in which to reach a passionate, 15+ years, belonging to A, B and C sections as per brand loyal audience. However, with every marketing Bollywood meets basketball. Actor Ranbir Kapoor takes center court. Image courtesy of the NBA. the Socio Economic Classification of the society, dollar being scrutinized more than ever, we find But the league knows that building interest in the number for female audience for sports is advertisers are demanding more. And when I say Mahesh Bhupathi continued the NBA is a not an overnight task. They are increasing. New formats like Twenty20 for the more, I am really talking about the quantity of media. most popular game of cricket, increased exposure They are looking for more ROI and clearer facts that prepared to start at a grassroots level like by broadcast coverage and media coverage and justify the spends. they did in China with programs such as Bas- larger participation of females in various sports is ketball Without Borders and by supporting contributing to this healthy growth. However there is We have successfully created for our sponsors, inte- What is the role of Globosport in the In- Which athletes have the most endorse- profile” to establish strong affinity with the still big potential to be tapped for sports as far as grated offerings including customized programming to ments? What characteristics are advertisers consumers, preferably a celebrity whose Mahindra’s basketball venture in India. Plus female viewership is concerned. creatively and effectively tap into fans’ passion and dian sports world? looking for when it comes to athlete personal image reflects the core values 40 they understand that India needs a better in new ways [like] online assets to take engagement

red In 2002, I pioneered the concept of Tennis endorsements? of the brand. infrastructure including courts and coaches How are Indian viewers watching sports? TV? with fans across media. In addition, through our on- y. set Internet? Mobile? ground events we are able to provide brands an Academies in India and introduced the no- 41 as well as recruitment of players before the . go The consumption of sports in India is growing at a opportunity to interact with the audience at a tion of personalized service to my clients. Sports, which attracts massive media coverage,

! sport can take off. healthy pace. TV remains the most important means different level. There was no infrastructure whatsoever, also attracts the highest number of corporate of consuming sports. According to research agency and I focused on delivering a complete sponsors. Cricket is an indisputable leader in TAM, the total sub base of individuals receiving In India, the last [year has] seen major action in the the number of record-breaking deals. Tennis “In the perfect world you would have a league package, which will add value to my clients Cable and Satellite signals in India is 179 million sporting domain including ICC World T20, Airtel and allow them to focus purely on the holds second position and golf comes in third. [C&S CS4+]. Champions League Twenty20, Indian Premier League in China and India, but first you need cultural sports: professional coaches, world-class Success of individual athletes in badminton interest and infrastructure,” says Sharma. Yao and the Hockey World Cup, which have attracted the A recent Sunday ET-Nielsen survey conducted in attention of advertisers. And now, with another edition sports facilities, strategic career manage- (Saina Nehwal), shooting (Abhinav Bindra), Ming was the result of years of grassroot Delhi and Mumbai to track viewers’ behavioral of ICC World T20 and FIFA World Cup on the calendar, ment and image consultancy. My team boxing (Vijender Singh) and wrestling (Sushil building of an infrastructure, which India is changes during sporting events say that the average there is increased activity as these Class A properties scouted the country for talent and signed Kumar) have contributed to the rising number of endorsement deals in the sports other than just starting, but it’s a promising start.” time a male spends watching TV in a day actually have consistently shown that they can deliver. on India’s female tennis sensation—Sania goes up by almost 20 percent when India plays Mirza, first youth sports icon outside the cricket. a cricket match and he tends to watch important I believe that during this period the quality events will world of cricket. Apart from Sania, Globo- by Reena Singh excerpts of football and hockey matches as well. continue to pull in the dollars. These are world class sport manages Dipika Pallikal’s sports The marketers are well aware of the fact that The male skew continues, according to TAM Media A, top quality sponsorships that are still demanding career—rising squash star. Sports in India a celebrity brand ambassador could to influ- Research that tracks TV ratings, viewership in the and receiving large sponsorship dollars. However, B ence consumer-purchasing decisions. Therefore, age group of 4-55 across all sporting events— Grade or niche events will struggle. will only get bigger, and we are actively cricket, hockey, football, Formula One, tennis. scouting for sporting talent outside tennis. advertisers look for celebrity with the “right spotlight on

Movie making is a family tradition for actor/director/producer Rakesh Roshan and his superstar son Hrithik Roshan. Courtesy of FILMKRAFT productions and Mahender Soni. Before that experience I saw my father as King of our The remarkable household. father-son team Rakesh and Hrithik Roshan When it comes to giving his son–Bollywood leading man Hrithik launching Hrithik’s leading man career. “I told him [Hrithik] that you Roshan–advice on filmmaking, accomplished actor/director Rakesh have to learn everything that happens when making a film. Most ac- Roshan says he chose to lead by example. “I didn’t ever have to give tors don’t have discipline because they don’t know what happens to him [Hrithik] advice because he saw me working with honesty. All my the crew and the production when the actor is late to set. Or how the projects are my best effort,” says Roshan Sr. more time you give the director the better you become as an actor.”

Filmmaking seems to be in the DNA of this family going back to Thus started Hrithik’s practical education in film. He assisted his father Hrithik’s grandfathers Roshan, who was a music director, and legend- in films Karan Arjun (1995) and Koyla (1997). Hrithik remembers ary director/producer J. Om Prakash. His father, Rakesh, has acted working in grueling situations sometimes under intense heat and in over 60 films and made his directorial debut in 1987 with Khud- without proper meals. He says there were moments when the realiza- garz. Since that he has gone onto helm several Bollywood box office tion of the hardships of filmmaking “scared the hell” out of him, but hits. Roshan Sr. never had any doubts that his son Hrithik would overall the experience was transformational for both his craft and in follow in his footsteps as an actor. his relationship with his father.

According to Hrithik, his Dad was spot on. “I just always assumed I “Before that experience I saw my father as King of our household,” 42 would get into acting,” says Hrithik. “It wasn’t a choice because there remembers Hrithik. “We had servants and maids at home, but on set rakesh S potlight on was nothing else I imagined doing. By the time I realized that I had one day he just picked up a broom and started sweeping the floor be- 43 and hrithik roshan a choice, it was too late because I had been bitten by the acting bug.” cause there was something on the ground that was in his frame and he didn’t like it. He didn’t get someone to do it. He saw that something Hrithik first appeared on screen as a child extra in a dance number had to be done and he did it. For me as a son that was a real sight for the 1980 movie Aasha. He went on to play small roles in Aap that initiated the right perspectives. I learned what filmmaking meant. Ke Deewane (1980) and Bhagwan Dada (1986) both which featured It has nothing to do with the fame, glamour or parties. It takes passion, his father Rakesh Roshan as the leading man. By then Roshan Sr. working without ego and hard work to see you dream through.” says he knew son Hrithik wanted to seriously pursue acting, which is why he made Hrithik work on his film crews for five years before

Hrithik Roshan and Barbara Mori star in Kites, which hits theaters May 21. Courtesy of FILMKRAFT productions. The father-son duo teamed up for Hrithik’s first feature film as a lead There are two versions of the film, which will be released on May 21 in when I have passed and even some instances where I have recom- In fact, authenticity is something he believes Bollywood filmmakers actor in Kaho Naa… Pyaar Hai (2000), for which he received Film- 60 countries. The longer cut has more music for Indian audiences. The mended another actor. With Kites I knew that this film had to manifest need to follow more. According to Hrithik, the pressure on Bollywood fare Awards for Best Actor and Best Male Debut. The movie also Western version is to be reworked for a running time of 90 minutes. and I could see myself in that movie.” to make commercial “masala” movies with something for everyone established Hrithik as a heartthrob and dancing sensation. is partly due to the desire to appeal to the diverse Indian audience. The idea for the movie Kites came to Roshan Sr. while watching two What drew Hrithik to the movie is what he describes as being the “I think people have forgotten that there has to be a reason for a The film was directed by Roshan Sr. and facing the camera for his kites flying in the sky. To Roshan Sr. the kites were like two lovers. “honesty” of the film. For the actor, the film doesn’t manipulate the song,” says Hrithik “Take the movie Scarface. You don’t put a song in father was an adjustment for Hrithik. “I had to turn off being a crew “[They] were romantic, flying together and then fighting like lovers not audience into feeling, but rather tells a grounded love story in which that movie! You can’t always force five dancers numbers in a movie member,” he says. But for Roshan Sr. working with his son is like realizing that if they aren’t careful they would cut each other because the emotions are earned. That departure, according to Hrithik, is differ- because it destroys the sanctity of it and some of us have forgotten working with any other actor, although he believes Hrithik is especially they are connected.” ent from traditional Bollywood commercialism. But then Hrithik, who that.” But he feels if Bollywood filmmakers worried less about judg- dedicated. “He’s a perfectionist. It’s 110 percent for Hrithik.” The has acted in a range of movie genres from science fiction to superhero ment and let go of their safety nets, the result would be “better, more movie was a commercial and critical success. Since then his perfor- Once the inspiration struck Roshan Sr. began thinking about directors. to historical romantic sagas, is no stranger when it comes to taking risks honest films.” mances have earned him more awards and acclaim in such films as Of course, in theory Roshan Sr. could have taken the job himself but in his performances. For Hrithik, Kites was two-and-a-half years of his Koi... Mil Gaya (2003), Krrish (2006), Dhoom 2 (2006) and Jodhaa just prior to Kites, Roshan Sr. had come off of Krrish and felt he was “life and heart,” during which he had to unlearn a lot of what made As for the future, don’t expect Hrithik to fall in the footsteps of his Akbar (2008). due a much needed rest. After watching Gangsters Roshan,Sr. called up his forte in order to satisfy Basu’s authentic vision of the film. father as a director anytime soon. He is quite happy as an actor at the writer/director Anurag Basu to discuss Kites. Needless to say Basu He credits Basu as pushing him to be vulnerable in his performance. the moment and humbly believes he has far more life experience to Their latest project Kites, produced by Hrithik’s father via his Filmkraft was surprised to receive the call. “He said, ‘You’re giving your project gather before he is capable of directing. And there seems as if there production company and distributed and marketed by Reliance BIG to me?’ But I explained to him that I was not in a race. I wanted to do “I have been in front of the camera so much that I know all my angles. are plenty of acting opportunities on the horizon beyond Bollywood Pictures, stars Hrithik and actress Barbara Mori as a romantic couple the best film and I was very impressed by Gangsters.” I know how to hide all my flaws and I had to switch that off,” says for Hrithik. He says that he is receiving more pitches than ever before who speak different languages yet manage to find common ground Hrithik. “Anurag pushed me to get rid of all of that. I had to let go of the from Hollywood writers, directors and agents. The interest leads him through their love for each other. “It’s a love story that shows love Hrithik was equally impressed when he heard Basu’s take of he movie. camera angles, the clothes and get lost in the role. Simply put as an art- to believe that the entertainment world is on the verge of something does not have a language,” says Roshan Sr. Shot in New Mexico, Known for doing his own stunts in action packed fare like Dhoom 2, ist, I had to take flight… like a kite, I guess.” truly extraordinary. Los Angeles and Las Vegas, Roshan Sr. says shooting in the United Hrithik had seriously injured his knee while filming the historical epic States was a great experience. First, the crowds of fans around the Jodha Akbar. The injury, which was thought to effect his running and Hrithik went so far for the role that when his character had to sing “I really believe we are at the threshold of something big between set was significantly less as compared to India. Equally fulfilling was dancing abilities, was of such concern that Hrithik was considering to his love interest in the film, he realized that it had to be his voice. these two industries,” predicts Hrithik. “It’s becoming a smaller industry. watching the international crew come together. “We take crews from quitting acting. But after hearing the story Basu had come up with for Despite that his grandfather Roshan and uncle Rajesh worked in the It’s not going to be a matter of Bollywood and Hollywood, but just one India and bond with international crews to become one big family. Kites, Hrithik realized he had found his next project. “When considering music business, Hrithik had never attempted singing for any of his film community.” We get into each other’s shoes. It’s great fun.” a role, I always ask myself if there is a better actor and if the answer films. Singing for Kites was something that he claims “scared [him] to is ‘No,’ then I jump on it,” says Hrithik. “In fact there have been times bits,” but he discovered that it wasn’t about being a good singer, but by Reena Singh about being authentic to the character.

44 rakesh S potlight on It’s not going to be a matter of 45 and hrithik roshan Bollywood and Hollywood, but just one film community.

Hrithik as Emperor Akbar the Great in UTV Motion film’s historic romantic epic Jodha Akbar. Image courtesy of UTV Motion Pictures. Cross Cultural Connection: Hrithik Roshan and Barbara Mori play a romantic couple who overcome language and cultural barriers through love. Courtesy of FILMKRAFT productions. MITCHELL SILBERBERG & KNUPP LLP and Attorneys

PATRICIA MAYER WE CONGRATULATE ENTERTAINMENT TRANSACTIONS ~ [email protected] ROMA KHANNA AND SAIJAL PATEL and AND SALUTE THE INDIAN FILM FESTIVAL OF LOS ANGELES DAVID RUGENDORF USA IMMIGRATION/VISAS ~ [email protected]

Are Proud to Serve THE INTERNATIONAL FILM COMMUNITY and Support the INDIAN FILM FESTIVAL OF LOS ANGELES

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LOS ANGELES NEW YORK WASHINGTON, D.C. I was a bit intimidated when I was asked to write a regular column for Insights. “At Airtel, we believe that music in its various forms and genres strikes a could end up as a driver of an unprecedented paid mobile TV subscription Opinion: I’ve read Insights articles and have found them to be crazy informative. That’s a universal chord with mobile users. Today an increasing number of customers service offered by wireless carriers and direct-to-consumer companies around good thing. I was almost immediately relieved when I heard these words from are looking at the mobile phone as their single device for all entertainment the world. Arnold Peter, “bring a lighter attitude and your own voice to Insights.” How ‘bout needs”, says Bharti Airtel’s Deputy CEO Sanjay Kapoor to livemint.com. mobile I let you be the judge of my attitude while I let the voice “bringing begin” with Snoop Dogg’s debut album, Doggystyle, was released in 1993. He has gone this article on the Mobile Entertainment Industry in India. on to star in movies like Trading Day and television shows like Snoop Dogg’s entertainment The Americans are coming. Father Hood. Many people in India are aware, but not many in America know, Teach a man to fish with a cell phone. Will Smith is one of the greatest entertainers of all time. He is the only actor that Snoop Dogg is all up in India. “I really dig how much music is infused Give a man a fish and feed him for a day. Teach a man how to fish and feed in history to have eight consecutive movies reach 100 million dollars at the with the movies” in Bollywood, Snoop Dogg said in an e-mailed response to in india him for a lifetime. Give a man a cell phone while he’s fishing and he’ll save box office. He has been nominated for two Academy Awards, multiple Golden questions from The New York Times. “Lots of hip-hop tracks sample Indian My name is John Huffman IV and my avatars name is Technition, money, listen to music and eventually watch mobile television shows while out Globes®, and has won several Grammy Awards. Lets not forget that his hit music, and a lot of their music sounds like it was influenced by hip-hop,” he as in “technology” and “ignition,” for those of you who cringe at in the ocean. television show “The Fresh Prince of Bell Air” is still in syndication all over the said. “We’re putting together something real big” in India, that will include col- the thought that I have just misspelled a word. world. And I just love saying this part... he started his career as a rapper with a laborations, live shows and “more movies with some of my Bollywood homies.” Ok, I made that last bit up myself. But as I found out in a study by Harvard’s DJ and his beat boxing homie. Prepare yourself, because I enjoy being creative. I invent new words at Robert Jensen on the adoption of cell phones by fishermen along the coast of The magic of hip hop is that it is an ever evolving art form that openly em- will and use youthful text message vocabulary, unapologetically. India’s Kerala state, I’m not far off from the truth. Hollywood films account for only 5-10% of the box office receipts in India. braces different cultures. But regardless of where Snoop is in the world, his Let us proceed. Bollywood, Tollywood, Mollywood and Kollywood films are killing it in the mar- fans, even in India, seem to simply want him to represent Long Beach. That Robert Brough Turner superbly summarized Jensen’s study by stating that cell ket. [Each “wood” represents a different film making region in India.] But that said, true to hip-hop culture, Snoop continues to lead, expand and innovate. I am a mobile entertainment producer and development director. phones have improved information flows, making markets work better and hasn’t stopped Mr. Smith from entering into the territory. This also didn’t stop Akshay Kumar looks real comfy doing the same. And thank goodness that I produce and develop from a new resulting in quantifiable benefits for all parties. Prior to the study, six percent the King of Entertainment from helping to launch Sony’s Pix channel in India. point-of-view. of fish sales went unsold. After cell phones were introduced all product sold. Or from becoming a guest on the talent competition show “Indian Idol” or from Innovation activate. Fishermen profits went up 8% and consumer prices down 4%, directly driving a establishing a 30 million dollar co-production deal with UTV, one of India’s In April, The Indian Film Festival of Los Angeles will step outside the box and 20 rupee/person/month consumer surplus, or the equivalent of a 2% increase leading studios, all according to variety.com. present the first HipHopDraft in India contest. The HipHopDraft is a television Why you ask? in per capita GDP from this one market alone. show (in development) that features the hottest new rappers in every country The entertainment industry, at least the industry anyone over 40 grew up Smart phones are key to the mobile entertainment opportunity for Hollywood in the world. Rappers in India and America will have a chance to record their experiencing, is being shook up all over the world. This is most evident in Why do I love this information? types seeking to succeed in India. India is second only to the United States for hottest verse on a Los Da Mystro produced song. The winner will be featured India where cell phone carriers are leveraging a sweet combination of music, Fishermen are people and there are 1.15 billion people in India. There are 471 mobile browsing and ad requests by geography with 668,295,912 ad requests in a Bollywood style music video and get a chance to perform at the Indian data enabled phones for mobile web browsing and applications to increase th th million people in India with cell phones. And oh, to my utter delight, the cell between September 2008 and September 2009. Film Festival of Los Angeles (April 20 -25 2010). their ARPU (average revenue per user). How you ask? I’ll get to some of those phone market in India is booming at 10% per quarter. To cell phone users in details later in this article, but for now let me tee “me” up for you. India, those phones are more than just gossip devices. Their phones are having According to Admob (purchased by Google in 2009), the top handset manu- The song will be sold as a ringtone, ringback tone and download to cell phone positive effects on every industry. facturer in the territory is Nokia. But newcomer Apple, whose iPhone is #1 in subscribers and a portion of the proceeds will go to benefit the Pathway Cen- – – There is great change in the way people let’s not call each other consumers smart phone traffic worldwide, just announced that they are now selling the tres for Education and Rehabilitation for Children in India. experience entertainment. However, at the corporate level, there could be And this includes India’s entertainment industry. I bet you won’t find 471 million iPhone 3GS in India, with carriers Bharti Airte and Vodafone. more innovation. And I am talking real innovation, not repurposing television people in India with television sets, radios or movie screens combined. Who got Helly Luv is the featured singer on the song being recorded for the HipHop- content for the web. 5 on it? (Translation: Who wants to bet me?) And for this reason, the entertain- Remember, we are talking about growth in the entertainment industry. And Draft in India contest. She was born in Tehran and grew up in Finland. She ment industry is far from deceased. mobile clearly offers an expanding opportunity to innovate and generate told me an incredible story about how as a little girl she only watched Bol- The music industry is dead. The radio industry is over. The TV industry is dying. revenue like never before. Mobile is where entertainment companies (music, lywood movies. She said that her mother played Bollywood movies for her The film industry is in trouble. And it is all to the fault of the legal department. Demographers expect India’s population to surpass the population of China by television, movie and game) will find additional advertising, ala cart content because those were the only movies that the government of Iran would allow How played out are these phrases? What to-da ever. 2030, making it the #1 most populated place on the planet. India is on track and subscription revenues. You can take those Rupees to the bank. her people to watch. to be the first country to reach the 2 billion mark (in the next 44 years). Do you The other day a friend calls and says, “Tech, don’t you get that the music indus- get that this means growth for the cell phone and entertainment industries? Entertainment Company, Reliance Big Entertainment is aggressively working Bollywood movies inspired Helly all the way in Tehran, to become a dancer try is dying?” I shouted, “So are you!” Yes, that is exactly what I said. Let me with CAA to build creative partnerships. According to Reliance press releases, and singer just like how the combination of “Beat Street,” the break dancing be honest, I will never view change, growth and innovation opportunities as Lets get n2da business. their initial partnerships include deals with Nicolas Cage’s Saturn Productions, movie, and the business book “Digital Nervous System” by Bill Gates inspired death, and to my pleasure this deadens his commentary. What is the largest music company in India? Bharti Airtel is the largest music Jim Carrey’s JC 23 Entertainment, George Clooney’s Smokehouse Productions, me. And yes, I can still rock a dance floor and my business moves on the company in India. Drum roll… AND THEY ARE A CELL PHONE CARRIER! The big- Chris Columbus’ 1492 Pictures, Tom Hanks’ Playtone Productions, Brad Pitt’s mobile front are something special. Yep, bring it. So what am I doing here? gest in the country, I might add. Plan B Entertainment, Jay Roach’s Everyman Pictures and Steven Spielberg It is my duty to inspire you to greatness. LOL! JK… kinda. who Reliance announced would receive an investment of 825 million dollars Hip hop culture has inspired rappers in India like Bollywood movies inspired a They are generating a staggering amount of annual revenue through the sale of and produce the globally compelling the Dr. Martin Luther King story with little girl in Tehran. That is a beautiful thing. Seriously, I have developed my own point-of-view and I am grateful to have music subscription services for ringtones, ringbacks and downloads. Suzanne de Passe and Madison Jones. the opportunity to share it. I am not an attorney (though I wish I were). I At the end of the day, all inspiration calls us to innovate. We are better off am not a conventional media or an entertainment executive (though we go In 2008 Bharti Airtel won the Best Mobile Music, TV and Video Service award. Entertainment companies are poised to leverage mobile marketing strategies when we embrace it. Never look at any circumstance as the end. Doubt the together like peanut butter and jelly). I am a kid, born in a Cleveland ghetto, The company is also capitalizing on the fact that 80% of Indians are unbanked and mobile ad networks like Quattro Wireless (purchased by Apple in Decem- conventional. Create the exceptional. I’m going fishing with a cell phone. who grew up in Texas. I discovered very early on in life that leveraging tech- by offering mobile-commerce services, simplifying how people can purchase ber 2009) to make the Indian audience aware of their music, film, television, nology to create entertainment experiences, and to manage entertainment more and more entertainment content. game and app releases in a more cost effective way. I also conclude that by John Huffman iv businesses, was a giant part of my personal destiny. 48 content produced as a result of Reliance’s Hollywood strategy, for example, The views in this article do not express the opinions of the editorial staff. entertainment in india opinion : mobile 49 ©2010 Sony Pictures Television Inc. All Rights Reserved. Copyright © 2010 The Association of Media & Entertainment Counsel All rights reserved

B637B6XSHUQD.B$GB$LQGG 30 MEDIA & ENTERTAINMENT INSIGHTS GAME CHANGERS