afaqs!

BAG makes two key appointments before TV debut

By , agencyfaqs!, New Delhi | In Media Publishing | August 31, 2007
The hiring is in line with the channel's target of launching four channels by the year-end. These include two news channels and one entertainment and lifestyle channel, mainly for older viewers, and a glamour channel for younger viewers

The Anurradha & #BANNER1 & # Prasad-owned BAG Films and Media has made two key appointments as the production house braces itself to roll out four channels by the end of this year. BAG's aggressive hiring spree has resulted in Pratik Basu joining as executive director, as a corporate resource working closely with the managing director, and Amit Ray joining as chief strategy officer, working closely with managing director Anurradha Prasad.

The hiring is in line with the channel's target of launching four channels by the year-end. These include two news channels and one entertainment and lifestyle channel, mainly for older viewers, and a glamour channel for younger viewers.

An alumnus of IIM-Calcutta, Basu last worked as chief executive officer, Buena Vista Television, a position he'd held for the last 10 years. He says, "It's (his new job) backed by a unique idea for content aggregation and enough experience and resources, both talent and financial, to realise the full potential of that idea. I see BAG emerging as a significant player in the broadcast business in the next 18-24 months."

Anurradha Prasad
Basu has more than three decades of experience in marketing, advertising and media. Starting his career in sales with a Tata Group company, he moved to consumer product marketing with The Gramophone Company of India as national marketing manager, before starting a 10-year stint in advertising with JWT (then HTA) and Lintas. He left advertising to join the media entertainment business as CEO of Buena Vista .

Amit Ray brings with him 18 years of rich strategic experience in the area of media planning and buying, brand communication, marketing and the media business. He has worked with blue-chip advertising agencies such as JWT, Lowe and Mudra and also for India's largest private sector corporate, Reliance Industries.

Ray has been part of the think tank of many successful brands (and brand launches) in sectors as varied as FMCG, durables, services, finance and telecom. He has also been spearheading the Indian Readership Survey as joint chairman of the Technical Committee for 10 years now.

Ray says of his appointment, "Worldwide, the name of the media game is fast becoming aggregating attention with aggregated content distributed using multiple technology/platforms. I feel BAG is well equipped and ready to ride the new media fragmentation wave to catapult itself to be one of the significant media networks of resurgent India."

The immediate task for both Basu and Ray will be to lead the launch of BAG's broadcast network, starting with two TV channels.