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CVL Srinivas bids adieu to Times Private Treaties

By afaqs! news bureau , afaqs!, New Delhi | In Media | December 17, 2009
With a 15-year long career in media agencies, Srinivas took an interesting detour with private treaties for two years

CVL Srinivas, director, Times Private Treaties (TPT), has put in his papers. TPT is a venture by India's largest media company, Bennett, Coleman & Company Limited (BCCL), which aims at putting together strategic partnerships to create value for its clients.

Confirming the news, Srinivas reveals that in his role of scaling up the private treaties business and managing existing relationships with clients, he has worked with a great team to do something very different from what he has done in the past.

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He took over at TPT early last year. Prior to TPT, he was with Surewaves, a media convergence solutions company and part of Bengaluru-based IndusEdge Innovations, as CEO. After joining in 2007, he spent a year there.

Srinivas has a 15-year long association with the media agency business. He has done two stints with GroupM - one with Maxus, and the other with Mindshare Fulcrum (then Fulcrum) - spending about eight years with the agency.

He began his career with the TVS Group in Bengaluru, where he spent two years. He moved on the agency side to join Mindshare Fulcrum (then Fulcrum) for four years and Lowe Lintas (then Lintas) for a year.

Then, he moved to Madison as COO, North and South , and was there for five-and-a-half years. He joined Maxus next, as CEO, Asia Pacific; and Surewaves after that.

How was it to move from a strong media agency background to a business as different as private treaties? "Whilst the media agency business has a different kind of excitement to it, I was seeking opportunities of leveraging my skill sets for genuine value creation in the media space. Private Treaties offered me the perfect platform for this".

He doesn't divulge his next destination, saying only that he has interesting options to choose from.

It is believed that the search for a suitable replacement for Srinivas at TPT is on.

Very recently, Chintamani Rao vacated the position of MD and CEO of Times Global Broadcasting, the TV business of BCCL, to give way to Sunil Lulla, who had held the post in the past. Lulla moved in from Real Global Broadcasting. Rao, in his continuing role as vice-chairman, would also look at TPT in an advisory capacity.

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