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Tag: Rajiv Bakshi

  • #Throwback2020: Heavyweights in the M&E industry

    #Throwback2020: Heavyweights in the M&E industry

    NEW DELHI: In the book of life, people couldn’t wait to turn the page on 2020, but at long last, we have arrived in 2021. There is a lot of energy and zeal in the media and entertainment industry to make a fresh start and rebuild everything back to its pre-Covid2019 glory. No doubt, 2020 was tough, but it has taught us several lessons – like not taking things for granted and being ready to adapt to changes.

    Despite all the odds and challenges, content creators, production houses, service providers and broadcasters kept the ball rolling for consumers as the entertainment did not stop. It was available to the audiences in one format or the other. These professionals worked to create relentlessly fresh and differentiated content, organised live sporting events, and kept viewers engaged.

    Earlier this week, we read about some of the leading M&E professionals and how they steered the industry for better in 2020. Here is the second part of the series:-  

    Rajesh Iyer, Viacom18

    Viacom18 roped in Rajesh Iyer to handle its regional GEC portfolio which includes Colors Odia, Colors Gujarati, Colors Tamil, and Colors Bangla. As the network stepped into 2021, it launched two new shows in Tamil. Iyer is an old hand at Viacom18 and was part of the launch of Colors in 2008. A veteran in the industry who understands content, market, consumer and revenue, Iyer has been brought in to handle the challenges of the genre and grow the business. He is known for his leadership at Network18 and ZeeL, where he spearheaded new initiatives and launched &TV. The latter was successful in creating a niche for itself in the market within the first three years of its debut.

    Rajiv Bakshi, Reliance Big Synergy

    In the last 12 months, Reliance Big Synergy CEO Rajiv Bakshi has completely turned the course of the production house. It is no longer just a powerhouse for non-fiction but a creator of all forms of content – be it fiction, web series, direct to digital films, biographies, mythology and more – across multiple languages such as Bangla, Telugu, Punjabi, Bhojpuri, and Hindi. The man has high ambitions for the production house and aims to have a strong fiction split in its content production. Bakshi is a veteran in the M&E industry who has seen the business from the lens of a marketer, broadcaster, and creator. He has worked across TV, internet, media, telecom, and consumer durable industries in his career.

    Avinash Pandey, ABP Network

    In less than two years of donning the mantle of chief executive officer at ABP Network, Avinash Pandey took it on himself to refresh its entire functionalities, building on unique capabilities and starting a fresh chapter in its history. He rebranded ABP’s identity from a premium news network to an all-encompassing content powerhouse. The network stepped into the world of content creation, production, brand solutions, etc, investing in cutting-edge technology to facilitate best-in-class solutions for the clients. Its news channels were also given a fresh look and mission of being limitless in their coverage. Pandey has talked about his intentions to shift network services from FTA to pay.  

    Apart from these massive overhauls in the core identity of the network, Pandey also rose as a strong voice who not just demanded rights for the broadcasters but also called out the shortcomings of the news industry. He openly dissed the culture of chasing TRPs by news channels, called out the ‘outdated measurement system’ that is promoting dramatic news reporting, and batted for deregulation of broadcasting content. 

    It was under his leadership that ABP Network sailed through the unique challenges posed by the Covid2019 crisis. In fact, ABP was amongst the very few news networks that did not have to resort to pay cuts or lay-offs. 

    Nina Elavia Jaipuria, Viacom18

    An old hand at Viacom18, Jaipuria has churned out content that drew in and engaged audiences across demographics, whether it was in Hindi GEC, Hindi motion pictures, or kids genre. On the kid’s front, she spearheaded the launch of two new IPs – Bhoot Bandhus and Ting Tong on Sonic and Nickelodeon respectively in 2020. She steered her portfolio through the pandemic when adex dipped.

    On the Hindi mass entertainment side, the organisation tapped into its libraries during the lockdown, bringing back shows like Mahakali, Shani Dev, Jai Shri Krishna, Om Namah Shivaya and Mahabharat that evoked nostalgia among viewers. News shows like Pinjara Khubsurti Ka, Molkki and Namak Issk Ka were also planned during this time.

    Jaipuria is an industry stalwart with over three decades of experience. She steered the network’s growth from a lone kids channel to a cluster of channels.

    Aditya Pittie, IN10

    Anand Mahindra-and Aditya Pittie-promoted IN10 Media has a bouquet of varied media offerings such as television (Epic TV), OTT platforms (Epic On and Docubay), and production house (Juggernaut. IN10 Media Network also launched kids' channel Gubbare on Children's Day. After the success of its linear broadcast channels in their respective genres – Epic TV and ShowBox – the network ventured into the regional cinema market with Filamchi, a 24/7 linear broadcast channel for Bhojpuri cinema fans across the country.

    Meanwhile, Juggernaut Productions worked on Avrodh: The Siege Within that was acclaimed by audiences and critics alike. Pittie has kept the pricing of EpicOn and Docubay far higher than any horizontal or generic OTT. He has positioned the channels as a vertical player with a very specific offering.

    Vynsley Fernandes, NXTDigital

    An old face in the cable distribution industry, Fernandes was recently elevated as media group CEO of Hinduja group’s NXTDigital. Before his current role, he turned the struggling NXTDigital businesses to profitability within two years of taking on the position of CEO at IndusInd Media and Communications Ltd (IMCL). Now, he will not only run digital TV and HITS business but also broadband and content business.

    Fernandes is leading innovation at NXTDigital as the company looks at establishing itself as a digital service provider. While the video segment of the company has around 5.38 million subscribers currently, its broadband segment has achieved yet another milestone under his leadership by crossing half-a-million home broadband consumers. Identifying the need for bundled services, he is highly focused on synergising cable TV or HITS service with broadband that would drive the growth of all services concurrently.

    The ministry of information and broadcasting (MIB) recently amended HITS guidelines by allowing HITS operators to share infrastructure with MSOs. Hence, Fernandes has identified this as a big area of growth for NXTDigital, the only HITS service provider in the country. As infrastructure sharing can reduce the cost of connectivity significantly, he is looking at leveraging this opportunity in the B2B model.

    It was under his leadership that NXTDigital managed to continue its operations smoothly during the Covid2019 crisis under a well-structured contingency plan. It’s one of the few MSOs to have a proper digital payment method for business partners. Fernandes has advocated embracing digital payments, rolling out broadband, hybrid boxes to sustain in the long-term.

    Karan Bedi, MX Player

    Karan Bedi is heading one of the most successful OTT platforms in India. Within two years of MX Player’s launch, the service has diversified into gaming, short-video, and music segment along with its core OTT offerings. The platform, which currently has over 200 million monthly active users, emerged as the fastest growing OTT entertainment platform during the lockdown, Comscore data indicated.

    While it was already recognised as the top entertainment app in India in 2019 by a FICCI report, MX Player has seen tremendous growth during 2020. With a 5X increase in engagement during lockdown, it has also attracted 150 new brands. The platform has focused on tier-2, tier-3 markets from the beginning, which has helped it to grow more post-Covid2019.

    MX Player has replicated its OTT success in the short video format too under Bedi’s leadership. It introduced MX TakaTak within a week of the TikTok ban. Already, it boasts 70 million monthly active users and 10 million unique content creators. To solidify its position in the growing ecosystem, the platform is increasing its content library, innovating its offerings and on-boarding well-known influencers.

    Siddharth Kumar Tewary,  Swastik Productions  

    When you have ambition like Siddharth Kumar Tewary, you let nothing come in your way. So his decision to set up shooting floors in Umergaon in Gujarat were very futuristic. He was one of the first producers to begin filming after the government drew up SOPs for shoots to begin again, following the lifting of strict lockdown Covid2019 rules. That was thanks to the fact that he owned his own sets in Umergaon, with residences which could even house crew and cast, thus putting them in a safe bio bubble.

    2020 was the year, when he  broke out, getting commissioned to produce Bahubali for Netflix and a show for Hotstar, even as he continued to produce for television. Swastik Productions also launched two new series Devi Adi Parashakti for Dangal and Deva Shree Ganesha airing on Star Pravah. He recently partnered with Sony Pictures Networks India for exclusive rights to license and distribute its content catalogue in CEE/CIS countries as well as China and Japan.

    Hiren Gada, Shemaroo

    When the Maroo family – the promoter of content aggregation and distribution company Shemaroo – pole vaulted Hiren Gada as CEO in 2018, he was a little known entity. A shy reserved executive, he preferred to play a role behind the scenes, helping grow its international syndication business and keeping a sharp eye on finances. Two years into his job, he has transformed the organisation along with his sister Kranti Gada who is the COO,

    Hiren first focused on bringing in outside industry professionals into Shemaroo, thus fostering its evolution from being family owned and run to a professional one. In 2020, he took some gutsy punts, launching a free to air general entertainment channel Shemaroo TV in order to help draw in advertising money and help grow the company. He had taken even sharp risks just as 2019 was ending, by flagging off an OTT platform called ShemarooMe and MarathiBana –a Marathi language free to air channel, a little before that. He also announced his intention to help small budget films get launched on an OTT with ShemarooMe Box Office which will serve as T-VoD window for the company.

    Despite expanding Shemaroo’s portfolio of offerings, he has ensured that his content deals with other platforms are kept in place.

    Today, Shemaroo’s products cover two channels, an OTT service ShemarooMe and a T-VoD  service, making it a player which more than counts in the TV industry.

    Kalli Purie, India Today Group

    The vice chairperson of the India Today Group is one of the most powerful women in the India’s media and entertainment industry. Purie is part of several industry bodies such as Barc and NBA and has been relentlessly working towards shaping the industry for better. In 2020, she restructured the top management of ITG to ensure that the group sails through these times with minimal impact. Purie also brought back ITG’s star anchor and editor Prabhu Chawla to host the much popular show Seedhi Baat.    

    (Please note that the placement of the M&E leaders in the story is not in pecking order) 

  • Reliance Big Synergy’s Rajiv Bakshi awarded ‘CEO Of The Year’ by World Brand Congress

    Reliance Big Synergy’s Rajiv Bakshi awarded ‘CEO Of The Year’ by World Brand Congress

    MUMBAI: Reliance Entertainment’s Reliance Big Synergy CEO Rajiv Bakshi has been conferred the ‘CEO Of the Year’ 2020 award by the jury of World Brand Congress, World Marketing Congress and CMO Global.

    The award was given in recognition of Bakshi’s differentiated strategy to establish Reliance Big Synergy as a leading content development and production powerhouse in India. As the CEO of Reliance Big Synergy, he leads a team of creative visionaries committed to create high-impact web series, direct to OTT movies, TV fiction and unscripted/factual content across OTT and broadcast platforms in Hindi and regional languages.

    The jury included, IIM Ahmedabad ex. dean Prof Indira Parikh, Onward Technologies chairman & Nasscom founding member Dr Harish Mehta, Edvance Schools executive chairman and The Economic Times former CEO Dr Arun Arora, and World CSR Day founder Dr R L Bhatia.

    Reliance Entertainment group CEO Shibasish Sarkar said, “Rajiv, time and again, has proved himself to be a brilliant leader. His knowledge, wisdom and vision have been the driving forces behind his exemplary career. It’s a proud moment for all of us at Reliance Entertainment.”

    “I am grateful to my team, our esteemed partners, talent and crew and the viewers of our shows who have contributed to this recognition. I humbly accept this honour on behalf of my entire team. I am passionate about transformative disruptions that change consumer and societal behaviours and create long-term competitive advantage. This award is a vindication of the success of our business and content strategy to cater to the rapid transformation and diversity of the Indian media sector,” said Bakshi.

     An alumnus of Harvard Business School, Bakshi has 20 years of multi-functional experience of working with global and Indian consumer product and services companies. He has a deep understanding of broadcast media, OTT streaming platforms, smartphones, consumer durables and electronics industries.

    Earlier in his career, Bakshi turned around Discovery Networks’ India and South Asia business as the head of products and marketing, and is credited for building its 11-channel portfolio, as well as ten year leadership of Discovery Channel; pioneering lifestyle category with TLC; launching kids' business – Discovery Kids and introducing HD experience to viewers in India.

    Prior to Reliance Entertainment, Bakshi was the CMO of a homegrown Indian disruptor in smartphones and consumer durables where he envisioned the brand transformation and go-to-market strategy across product verticals – mobile phones, LED TV’s, ACs, washing machines and accessories.

  • Getting the “big” into Reliance Big Synergy

    Getting the “big” into Reliance Big Synergy

    MUMBAI: Leading Indian production house Reliance Big Synegry CEO Rajiv Bakshi has seen a lot over the score and more years he has spent in the corporate world.  His exposure has been quite expansive with stints in  TV, internet, media, telecom and consumer durable industries, which allowed him the luxury of  witnessing India’s media and entertainment industry's evolution from close quarters. Bakshi’s mandate, when he was given charge of  the TV producer in 2018, was to enhance its multi-platform reach, drive strategic partnerships and develop its original content portfolio. He had other challenges as well: Reliance Big Synergy was known to be a non-fiction powerhouse  thanks to its founder Siddharth Basu, but it did not have much of a  track record on the fiction front and in regional language show. Bakshi's remit was to aggresively scale it in these two areas.

    And he's quite pleased with what he has achieved. Says he:  “It’s been a remarkable 12 months where we have broad-based our offerings and become a formidable powerhouse for all forms of content – from fiction, non-fiction, web series, direct to digital films, biographies, mythology and more."

    Read more about Rajiv Bakshi

    Reliance Big Synergy currently has TV series running on Star Maa, Zee Punjabi, Dangal, ZEE5 and many more.  And Bakshi is aiming even higher: he'd like his charge to have  aiming for a 4:1 (fiction to non-fiction) split , that is 80 per cent of its portfolio will be  fiction, 20 percent non-fiction. It language repertoire has also swollen to cover Bangla, Telugu, Punjabi, Bhojpuri, from just Hindi earlier.

    “Due to the pandemic the appetite for fiction shows has gone up today. Also, it has been a tough journey to transform, we worked day and night to double up our offerings. In the past, we have never done a mythological series but now we are producing them,” he reveals.

    India is a very large and diverse market, and the lockdown has demonstrated that consumers will lap up all types of content that is dished out to them – no matter which country it originates from – as long as it is produced well and tells a engaging story. Bakshi believes the media and entertainment industry – domestically and internationally –  is undergoing a dramatic transformation on all counts   – platforms, scale, talent and, above all, storytelling. Hence, the company is looking to make shows for audiences worldwide. The more varied the market, greater the opportunity, he opines with a smile. 

    “Now it’s up to us to scale up the creative teams to build both a robust portfolio of content and the production ability to produce shows of scale for the global audience, not just Indian viewers,” says Bakshi.  Chances are high that there will be more collaborations between entities – and even competitors – if the opportunity is unique and scalable, given his stated ambition.

    CEO Rajiv Bakshi unveils transformational roadmap for Big Synergy

    There has been a huge spike in OTT engagement ever since the start of the Covid2019 pandemic that is holding steady for now.  A recent survey conducted by Flyx, a social network platform for OTT content, revealed that there has been a sizeable uptick in both purchase of OTT subscriptions and viewing hours amongst Indian users. More than 50 per cent respondents shared that they have purchased new subscriptions during the pandemic. Users also revealed that there has been a 5x increase in those spending 16+ hours weekly and a 4x increase in those spending 12-16 hours weekly on OTT platforms.

    Acknowledging that watch time, particularly for streaming services, increased during lockdown, Bakshi, however, maintains that the data from the Covid2019 period cannot be the base for decision making. One will have to look at trend lines and not use it as is. He explains: “Because of the OTT platforms you cannot serve the same content to everyone, you need to divide it, whether you are a broadcaster or a digital player. As a content creator, it’s music to my ears because more the variety, more is the opportunity to create. I can say this with confidence that the OTT industry will surpass everyone’s expectations. There will be some losers, but in contrast there will be big winners. I think three key growth triggers for the OTT industry will be – affordable subscriptions, regional content and low data cost.”

    Read more news on Reliance Big Synergy

    With theatres remaining closed for months on end, moviemakers began to divert their releases onto OTT platforms instead, bypassing the idiot box. Bakshi considers this an interesting shift that’s off-shot new directions for creators to explore outside the small screen. Does that mean it is a theatre vs OTT explosion waiting to happen?

    For Bakshi, there is no competition between sectors in the media and entertainment business; everything is complimentary. He opines that no platform can match the theatre experience. So far as demand is concerned, especially when OTT platforms have subscription models, movies do help attract viewers. Therefore, streaming giants continue to invest in movies. In the current environment where moviemakers are suffering losses, the most viable solution is to release movies on OTT platforms, he states.

    When it comes to differentiating between TV and OTT content, Bakshi seeks the help of consumer insight. The studio undertakes extensive research before entering into a new market.

    Apart from this, Bakshi didn't shy away from pointing out  the challeges that he is facing due to the rampaging virus.   He notes that there are several challenges ahead in terms of creating better content – pace of production has slowed, people run a  higher risk, casualties happen, and there is added costs on top due to the SOP measures. Bakshi quips: “My biggest challenge continues to be prioritisation since so much is happening, we have to take a measured decision and exercise smart choices.”

    For the most part, the company is still in work from home mode. However, filming has begun at various locations across India. Bakshi has hired a Covid2019 compliance firm to ensure safety and security of cast and crew members on the set. He highlights that the entire process of shooting is quite intense and puts a heavy toll in terms of cost, weather, technology etc.

    But he is not letting them weigh him down. He has his own solution for these tough times. In September, Bakshi had tweeted:  "What to do when ya meet a tough cookie?" His own response was: "You dip it in milk."

    That should hold him in good stead as he goes about sculpting his big vision for Reliance Big Synergy.

  • Reliance Big Synergy’s new comedy non-fiction series to air on Zee Punjabi

    Reliance Big Synergy’s new comedy non-fiction series to air on Zee Punjabi

    MUMBAI: Reliance Big Synergy’s new comedy non-fiction series Haasya Da Halla Payega Jaswinder Bhalla is all set to premiere on leading Punjabi GEC Zee Punjabi on 24 October.

    The family entertainment show will air on Saturdays and Sundays at 7 pm, and will be hosted by legendary Punjabi actor and comedian Jaswinder Bhalla. The series will also feature a range of artists including Mintu, Lucky, Nisha Bano, Gurpreet Bhangu and a spectacle of celebrity guests. It has been written by the renowned Manoj Sabharwal.

    Zee Punjabi business head Rahul Rao said, “The saying ‘laughter is the best medicine’ is all the more relevant in current times. Our endeavor with this show is to spread positivity and happiness in our viewers’ lives and with Jaswinder Bhalla at the helm, I am sure the audience is in for a fun ride.”

    Reliance Big Synergy CEO Rajiv Bakshi said, “We are committed to create home grown formats, alongside the global IPs, with the finest local talent and continue in our endeavor to bring the finest entertainment for the diverse range of audience in Hindi and regional languages on both OTT and television platforms. I am confident that the audience will enjoy our new series Haasya Da Halla Payega Jaswinder Bhalla and that it will further strengthen Zee Punjabi’s market leadership.”

    ZEEL west & premium channels north cluster head Amit Shah said, “With our consumer understanding and the innate ability to create magic with stories, our content offerings have been well received and much loved by viewers in the Punjab market. Reliance Big Synergy has been an ideal content partner for us in achieving this success, having given us two popular fiction series. We are confident that with their distinct strength in non-fiction, Haasya Da Halla Payega Jaswinder Bhalla will further strengthen our foothold in the market.”

    Over the years, Reliance Big Synergy has entertained millions of Indians through the highest rated and breakthrough non-fiction shows including Kaun Banega Crorepati, Dus Ka Dum, India’s Got Talent, Jhalak Dikhhla Jaa and more. It has also produced a range of fiction TV shows and web series in Hindi as well as regional languages.

  • Reliance Big Synergy’s 2 fiction series to air on Zee Punjabi from 13 Jan

    Reliance Big Synergy’s 2 fiction series to air on Zee Punjabi from 13 Jan

    MUMBAI: Anil D. Ambani led Reliance Big Synergy continues to strengthen its fiction content offering with two new Punjabi language prime pime dailies slated to premiere onto-be-launched Zee Punjabi from 13 January. Zee Punjabi will air Heer Ranjha from 13 Jan -Mon-Fri at 8:30 PM and Kamli Ishq Di, Mon-Fri at 7:30 PM

    Reliance Big Synergy CEO Rajiv Bakshi said “We are in the strongest position to develop and produce the finest range of fiction and non-fiction shows for our clients in both TV and OTT industries. We are both gratified and proud of the confidence the Zee Group has bestowed to give Reliance BigSynergy two prime time fiction shows for their new channel launch –Zee Punjabi. We are committed to develop and produce differentiated content, both fiction and non-fiction, in multiple regional languages besides our biggest strength Hindi market and entertain the audience across India.” 

    ZEEL  North, West & Premium Channels  cluster head Amit Shah said, “Punjab fits perfectly inZEE's philosophy of offering authentic and culturally intrinsic content to its viewers. The shows are inspired by the rich culture and traditions of the historic land of Punjab, and the viewers will surely connect with the characters and find the stories relatable. We are glad that Reliance BigSynergy is a partner in this journey" 

    Reliance Big Synergy has in the past years entertained millions of Indians through the highest-rated and breakthrough non-fiction shows including KBC, Dus Ka Dum, India’s Got Talent, Jhalak Dikhhla Jaa and more, has now moved full strength in fiction vertical as well with its range of fiction shows in both Hindi and regional languages. 

    Reliance Big Synergy VP Content Simmi Karna said, “We are super excited to launch two exciting prime time fiction shows for Zee Punjabi. Heer Ranjha is an iconic love story that will leave the audience enthralled. KamliIshq Di is another enchanting story and with its patriotic backdrop it will have an immediate connect with Punjab’s audience.”

  • Reliance Big Synergy appoints Salil Arunkumar Sand as senior creative director

    Reliance Big Synergy appoints Salil Arunkumar Sand as senior creative director

    MUMBAI: Anil D Ambani-led Reliance Entertainment's Big Synergy has strengthened its creative team with the appointment of Salil Arunkumar Sand as senior creative director.

    With over two decades of experience in writing, directing and creating some of Indian television’s fiction and non-fiction shows, Sand will be based at the company’s Mumbai office. Some of the shows in which he demonstrated his creative prowess that millions of viewers have enjoyed over the years include Indian Idol, Jassi JaiseKoi Nahin, Kyunki Saas Bhi Kabhi Bahu Thi, Kahin Toh Hoga, Khamoshiyaan and Boogie Woogie.

    Reliance Entertainment’s Big Synergy CEO Rajiv Bakshi shared, "We are steadfast in our commitment to invest in the development and production of entertaining content and formats across fiction, non-fiction and factual genres, and enable omniplatform consumption. Salil will strengthen our existing team of content visionaries and empower Big Synergy’s drive to create must-watch content.”

    In the past, he has worked with leading media companies including Zee Entertainment, Sony, Star and Balaji Telefilms.

    Sand said, "I am focussed to utilise my experience in creating successful content for Big Synergy’s clients in national and regional markets. I am excited with this opportunity to work along with the finest creative leaders in the industry and contribute to the company’s vision to create engaging content.”

  • CEO Rajiv Bakshi unveils transformational roadmap for Big Synergy

    CEO Rajiv Bakshi unveils transformational roadmap for Big Synergy

    MUMBAI: Rajiv Bakshi describes his latest gig – CEO Big Synergy – as a homecoming to the media and entertainment ecosystem. During his 13-year stay at Discovery Networks, Bakshi helped curate thousands of hours of content across factual, lifestyle, kids’ categories among others. More importantly, his stint coincided with the network introducing and expanding new genres that delivered a lasting impact on television and the society at large.

    Bakshi has witnessed the evolution of India’s media and entertainment industry from close quarters. The perks of his ringside seat have helped him compartmentalise that evolution into three distinct phases.

    “When I started in television in the early 2000s, it was the era of ad sales. Everything was about attaining reach and filling the inventory. Post digitisation, the era of distribution set in and pay-TV model emerged as a strong component. Channels started getting rewarded for differentiated and high-value content. Now we have entered the most exciting and dynamic phase where content and consumer form the core of the business. I call it the golden era of content,” he says.

    With the emergence of OTT and Indian broadcast getting sharply segmented into genres and regions, the direct and immediate benefits to the balance sheet from content innovation are substantial. In addition to that, there are exciting possibilities for building personalised relationships with consumers on mobile devices.

    “The research and analytics available in terms of content and storytelling with respective audience sets are both liberating and refreshing for content creators. The content explosion being witnessed is most satisfying and charges us to deliver influence and impact,” highlights Bakshi.

    Reliance Entertainment's Big Synergy today produces content for all platforms. Widely regarded as a content powerhouse when it comes to non-fiction, the company is now pushing to becoming a power player in the fiction arena.

    “In the next 12 months, you’ll witness a lot of disruptive content from Big Synergy across all genres and formats. We have a range of high decibel developed projects aligned with top directors and writers slated for 2020 launch,” Bakshi points out.

    The company is committed to invest in three key areas for growth – original formats and rights, scaling talent and teams, and building the finest production capabilities.

    “The thing we are always working hard is to anticipate change. Client's requirements and business models and the market dynamics are ever changing, and therefore we prefer to invest in research and keep our ears on the ground to stay on top of things and trigger new trends,” the veteran executive adds.

    The dependence on content to differentiate a brand is the biggest new development. With most of the markets now progressing towards a pay model, differentiated content will be the trigger for revenue and audience growth. 

    “It’s a period of transformation. The demand for fiction content, with OTT platforms appearing in the last few years, is on the up. The market has immense confidence in Big Synergy’s capabilities to produce breakthrough fiction content. Our parent company has produced some of the biggest movies and OTT show and offers us access to the finest creative talent and partnerships and an overall environment of mass entertainment. We are all set to wow the market,” says Bakshi with a great deal of confidence.

    There's absolute clarity at the company in terms of what it has set out to achieve. Bakshi's vision has percolated down to the bottom of the pyramid.

    "We want to produce the biggest fiction series on both OTT and broadcast, on both original and acquired formats. Dailies for GECs are something we are investing in. In non-fiction, we have some amazing in-house formats and a large slate of acquired formats and then we are also evaluating co-developing new formats with international partners. Expansion into regional space, on both broadcast and OTT is also high on priority," he states.

    So, what are the obstacles that could prevent the team from accomplishing its goals?

    "The only challenge could be to prioritise the right stories, formats, partners, acquisition and talent," he remarks.

    Content creation is an intricate affair. It’s also an expensive affair. According to industry estimates, the top 15 OTT platforms are spending Rs 1000 crore annually on Originals. Therefore, content creators apply a series of filters to a project before giving it the green signal. There’s more to the process than just the power of the story. Content creation today comprises algorithms and data analysis. And yes, consumption trends.

    Bakshi, however, has a rather different take on the matter at least when it comes to adopting trends as a marker for content creation.

    “Trends typically do not occur over quarters, they establish over years. So I can’t certainly say we’ll have a dramatic new change this year. The trends from the last couple of years will continue – to produce sharper and bolder stories with great characters. And, I think the biggest trend will be to invest in a variety of content and not over depend on any one particular genre,” he says.

    So, how does he greenlight a project?

    “Story, characters and team's conviction. These factors help us in backing a project. We have a good sense of what is happening and we continue to invest in research to comprehend emerging trends,” is his instant response.

    Creating content for some of India’s largest broadcast and OTT platforms is now a high-stakes play. The top five streaming platforms are not shying away from writing big checks and are certainly here to stay. As companies vie relentlessly for a piece of the consumer’s attention and wallet, collaborating with the best content producers is of paramount importance.

    Therefore, companies like Big Synergy are bound to play a vital role in helping further build and scale up India’s content creation ecosystem. While Bakshi does not carry the burden having to shell out millions of dollars for consumer acquisition, he does have to achieve some significantly lofty targets. “Surpassing client's goals, team's ambitions and establishing new performance and quality benchmarks. And yes, a growing bottom line,” he signs off.

  • Big Synergy appoints Rajiv Bakshi as CEO

    Big Synergy appoints Rajiv Bakshi as CEO

    MUMBAI: Reliance Entertainment's Big Synergy Media Ltd has appointed Rajiv Bakshi as its chief executive officer.

    At Big Synergy, Bakshi will take forward the mantle of enhancing multi-platform reach, driving strategic partnerships & developing the Original Content portfolio.

    Speaking about his new role, Bakshi said, “I am incredibly excited to join Big Synergy at this stage of the company's evolution into scripted shows, along with the non-scripted content. Content will fuel the next wave of growth in media. India is one of the rare markets where both television broadcast and OTT platforms continue to demonstrate robust growth. I am passionate about transformative disruptions that change consumer behaviour and will strive to create a competitive advantage and long-term value for the business and our esteemed clients.”

    On the development, Reliance Entertainment group COO Shibasish Sarkar said, “We are happy to have Rajiv on board. He comes with a wealth of experience and domain expertise. With his extensive knowledge across the television and digital medium, we are confident that he will be able to further accelerate the growth of the entertainment sector within the group.”

    An alumnus of Harvard Business School, Bakshi comes with over two decades of experience and a proven track record across TV, internet, media, telecom and consumer durable industries. He has a deep understanding of broadcast media & OTT, digital, mobile and FMCG industries.

    Previously, Bakshi was the chief marketing officer at Intex Technologies where he led the brand strategy across 4 business verticals – smartphones, electronics, durables and accessories.

    Prior to Intex, he was at Discovery Networks Asia-Pacific as VP & Head products & marketing, India & South Asia where he steered strategic development and localisation initiatives for a multi-channel portfolio for Discovery Channel serving 100+ million Pay TV households.

  • Intex Technologies appoints Rajiv Bakshi as CMO

    Intex Technologies appoints Rajiv Bakshi as CMO

    MUMBAI: In line with the company’s continued efforts to strengthen and professionalise management to accomplish accelerated growth, mobile and consumer electronics company Intex Technologies (Intex) has appointed Rajiv Bakshi as its chief marketing officer (CMO).

    An alumnus of the Harvard Business School, Bakshi has distinguished reputation of spearheading strategic brand development, business transformation, consumer acquisition and digital strategy to drive long-term growth and profitability. As the CMO, he will envision Intex’s go-to-market strategy for the entire range of its mobile and consumer durables.

    Intex director Keshav Bansal said, “We are delighted to have Mr. Bakshi amidst us and are certain that his diverse experience will go a long way in contributing to the growth of the company in India and international markets. His immense expertise in strategic marketing and brand management will augment Intex’s growth and profitability.”

    Bakshi will lead the generation of consumer insights for incisive product development and planning, augment the sales and distribution network across the general trade, e-commerce portals, large-format stores and the company-branded retail network. Additionally, he will pioneer the digital strategy and boost international operations.

    Commenting on the appointment, Bakshi said, “Serving millions of customers, Intex is recognised amongst the distinguished group of national brands that have demonstrated continuous growth over the last two decades. Its unstinted commitment to provide access to technology and best-in-class experience to consumers has propelled its nationwide recognition.”

    Prior to Intex, Bakshi had a 13-year stint at Discovery Networks India & South Asia region as the VP and head of marketing and products. He expanded the company’s portfolio from a single TV channel to 11 channels. He also pioneered India’s first lifestyle channel TLC and created a differentiated kids’ network with Discovery Kids.

  • Discovery Kids to beef up movie line-up in 2017

    Discovery Kids to beef up movie line-up in 2017

    MUMBAI: In its endeavor to offer finest entertainment to children, Discovery Kids has announced to premiere movies every weekend all through 2017.

    Discovery Kids has signed exclusive deals with leading studios including NBCUniversal, Reliance Media, Cosmos Entertainment and Toonz Animation for the same.

    The movie extravaganza will features kids’ favourite characters from India and round the world, including Shaktimaan, Kisna, Luv Kushh, Hanuman, Sheikh Chilli, Barbie amongst many others. Demonstrating its drive to up the local content on the channel, it will also produce movies in India. Offering a brand new look to its iconic local character Kisna, Discovery Kids will air the first from its Kisna movie franchise – Mahayoddha Kisna – on New Year Eve.

    Discovery Networks Asia-Pacific entertainment products VP Rajiv Bakshi said, “While our programme series offers daily dose of differentiated entertainment during the weekdays; the movies will provide an incremental attraction and build the weekend viewership. With this we continue to be ahead of the curve by offering the most exciting variety of content to kids across all formats in English, Hindi and Tamil languages.”

    To drive the channel as the biggest movie destination for kids, Discovery Kids will commence the offering with a Movie Megathon , starting 26 December to 8 January, wherein it will air Mahayoddha Kisna, Luv Kushh & The Serpent King, Barbie In A Christmas Carol, Hanuman Immortal 2 and many more.