MUMBAI: After quitting Reliance Broadcast Network Limited (RBNL) a month back, Arjun Singgh Baran and Kartik Nishandar have taken up entrepreneurial roles with their new venture GSEAMS (Global Sports Entertainment And Media Solutions Pvt Ltd).
This venture will focus on key areas like talent endorsement, global creative intellectual properties and global creative media school.
Baran was RBNL national sales head language TV while Nishandar was national head -marketing Big Live- Intellectual Properties & Big FM. Baran as the business head of Big Live created about 50 IPs with the biggest one being Big Star Entertainment awards. He has created many regional awards across multiple languages like Telugu, Kannada, Bengali and Maharashtra, Oriya, Rajasthani, Gujarati and Punjabi. He joined Big FM in 2006 as station head.
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Speaking with Radioandmusic.com Baran says, “Small cities will be our focus as we believe that there are many talents in small cities and towns who want to become part of the media industry. My experience in media and past companies has helped me to take the entrepreneurial route .”
On his stint with RBNL he says, “I have been fortunate to have worked in RBNL with media veteran Tarun Katial in my last venture. There have been a lot of new initiatives that we had done in Reliance Broadcast which I am very happy about. Now I am looking forward to creating a great company which can create value for our stake holders in the three businesses. I am happy that Kartik who has had a great stint at RBNL has decided to join me in this venture.”
Baran also highlights on the importance of brand ambassador format of endorsement and its positive impact. “Small cities are the major focus in terms of talent endorsement. Our focus is on clients from Pune, Ahmedabad, Punjab, UP and Gujarat and on creating awareness on the importance of getting brand ambassadors. We intended to bring a science in the business of Brand Endorsements. We have tied up with the key players in the business and intend to take this business to the smaller cities.”
Radio will play an important role in his new venture. “I am a radio man in spite of the fact that I have worked in television also. Radio is a powerful medium. At RBNL, radio was our core forte. FMCG and telco companies have made best use of radio and then there is television. These companies have been able to evaluate and have received the best response,” stresses Baran.
With this venture they not only plan to work for clients but also promote new energetic talents who wish to enter radio and lack basic knowledge.
“We also are creating some very interesting intellectual properties which we shall announce soon. Our way of giving back to society is our Media School i.e. is Global Creative Media School which is the only media certification program of its kind in India. It is a three month certificate program to help non media people get into media sales & marketing and help them perform well.”
When asked about the present need about the radio industry he says, “Radio needs to work strongly to create content differentiation. A lot of investment is needed in programming so that there is differentiation.”
In Mumbai, currently they have a team of five but they plan to raise it to eight. With 15 years of experience in learning and development, Renu Puntambekar, an expert certified trainer, has partnered in the venture recently.
“I have had a great last eight years in companies like RBNL, Times of India & Plan Man. I have also had the fortune of working in Big Live and helping it create 50 IPs in a very short span. Also being been involved in driving the national marketing for Big FM which has been a great learning and enriching experience. I have always wanted to be an entrepreneur and got a good first hand experience of working like an entrepreneur in RBNL. It’s was a great partnership working with Arjun in Big Live and now I am very happy to be partnering him in GSEAMS. I intend to use all my learning from RBNL and specifically from my learning’s from Mr Tarun Katial in this venture,” says Nishandar while explaining his entrepreneurial streak.
