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OOH Media appoints Ashutosh Parekh national content head

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 07, 2008
Parekh is expected to strengthen the digital out of home agency's content offering and strategies

The digital & #BANNER1 & # out of home agency, OOH Media, has appointed Ashutosh Parekh head of national content. Parekh has more than 12 years' experience in programming and interactive content. Earlier, he was national creative head, i Media Corp. i Media Corp is the digital arm of the Bhaskar Group.

Parekh has also been national head, media convergence and music, OnMobile Asia Pacific, and done a long stint with Radio Mirchi as group head, brand engagement and programming. At Radio Mirchi, he looked after advertiser funded programming, innovative content strategies, activation, new station launches and visual radio.

Ashutosh Parekh

Ishan Raina
An important part of OOH Media's screens, which display advertisements in various locations, is content in the form of vignettes such as travel tips, digital spy (information on technology), celeb gossip and cricket videos. With content emerging as a strategic element for OOH TV, Parekh's appointment is expected to add impetus to the 'sticky' factor. The basic parameter underlying the content strategy is to 'be a part of consumers' everyday lives'. With the growth of the network and the emergence of flexicasting, the need was felt to strategise and customise content. Parekh will look after all this and other content strategies for OOH Media.

Ishan Raina, chief executive officer, OOH Media, says, "Clearly, the missing link has been focus and leadership, which will be a major differentiator for us. Ashutosh has an infectious enthusiasm and lots of energy. The coming months seem to be dedicated to innovation using tools to recreate content at OOH Media."

Parekh says, "OOH TV is a medium which is rapidly gaining importance in India. Internationally, it is a salient which has gone beyond trend. In fact, it's part of every planner's media decision. The idea of working on content for a growing medium was exciting. OOH Media is the obvious choice because it is the market leader in this domain. Also, it is making content a significant part of its strategy, so I am happy to add value to it."

He adds, "This medium is so prominent - whether it's a London Tube station or a golf club in Singapore, you cannot miss the screens. It is an efficient medium since it has strategic locations and an audiovisual format. In my opinion, it's already the next big thing and there is tremendous opportunity to innovate. Clearly, the mantra is to 'innovate or suffocate'."

Parekh has been a consultant to international media outfits and worked closely with media companies in Singapore, London, Paris, Helsinki, Sydney, East Asia and the US during his stints abroad. He has worked in leading entertainment broadcast houses across India, developed creative content strategies and integrated interactive media.

He says, "As a nation, we are fast learners. We have caught up with this medium and grown in this space in a very short time. Plus, we are a country of consumers who are content driven, be it news, gossip or any other information. So, this is a good beginning for us."

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