09 Apr 2007

Atul Phadnis, CEO of Mediae2e, On In-Film Product Valuations

Have you seen Shahrukh Khan hand over Tag Heuer watches to contestants in Kaun Banega Crorepathi? or the fabulous Aston Martin DBS car that James Bond drives in Casino Royale? That is smart in-film product placement.

But how much value does the advertiser get and how much should the film or TV channel charge the advertiser? It’s in places like these that companies like Media e2e come into play.

Media E2E is a technology group specializing in business solution designed for broadcasters and media companies. In this interview, we speak with Atul Phadnis, the chief evangelist & CEO of Media e2e, about valuations of in-film advertisement and how his company has an important role to play.

Atul launched the company in 2005 to capitalize on the huge growth in the area of both the digital and traditional communications business. He has worked with companies such as Colgate, Unilever, Godrej Appliances, ICICI, and FIAT and in organizations including Rediffusion DY&R, MediaEdge, Mindshare, Starcom Worldwide and TAM Media Research.

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05 Apr 2007

Raj Datta of MindTree Consulting on Knowledge Management

Raj Datta is general manager, Knowledge Management (KM), in MindTree Consulting. As head of the KM function in MindTree, Raj has global responsibilities for all aspects of innovation, knowledge sharing and software reuse. He has established KM as a key global strength for MindTree as noted in MindTree’s successful assessment at Level 5 in CMMi and P-CMM. He has evangelized and incorporated many learnings from the Open Source Movement into the KM approach at MindTree.

Prior to assuming this responsibility, Raj was heading the offshore delivery of all U.S. engagements for MindTree’s IT Services business.He has about 15 years of industry experience, including delivery of large-scale enterprise solutions in the U.S.

In this interivew, Raj Talks about the importance of Knowledge Management and how MindTree has shaped it.

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30 Mar 2007

Manish Vij, Co-Founder of Quasar Media, on Indian Online Advertising Industry

Manish Vij is the co-founder of Quasar Media, an integrated online interactive agency. Prior to starting Quasar Media he worked with India’s largest portal,, for over 5 years. He has been recognized as one of the prominent online media professionals in the country.

In the last two years he has also co-founded, India’s second-largest fully self serve ad network, – a Travel meta search and incubating entreprenuers with ideas on digital business under the group name of Smile Interactive Technology Group.

In this interview, Manish explains about Quasar’s business models, the advantage online media agencies have over tradtional advertising agencies and the challenges in advertising via blogs.

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23 Mar 2007

The Writers Block’s Helen Shukla on Technical Writing as a Profession

Helen Shukla is the founder-director of The Writers Block, a Bangalore-based company that focuses on technical documentation outsourcing and consulting.

In this interview, Helen talks about the state of technical documentation in India, what skills are required for the job and how her company aims in filling the demand for quality writers in India.


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22 Mar 2007

MobileWorx’s Asif Ali on ZestAdz

Asif Ali is the CTO of Mobile-Worx, a mobility solutions company. Mobile-Worx is trying to replicate the success of Google’s Adsense program in the mobile space, where content is monetized via advertising.

Asif talks in detail about ZestAdz, an online platform that will allow companies to advertise their products and services on mobile phones through SMS and WAP sites.

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