Name: Vineeta Jain

Designation: Trainee account executive - JWT Sun

Sign: Virgo, 5 September 1976

Educational Experience
I did my schooling from a public school in Ahmedabad. I was totally into extra-curricular activities and was an above-average student as far as studies were concerned.

Then I did my graduation in economics from St. Xavier's College in Ahmedabad and post-graduation in development communication from Gujarat University.

Other qualifications
Graduate in Bharat Natyam and Kathak from Nartan School of Classical Dance, Ahmedabad.

Certified as Master in Reiki and Karuna Reiki.

Professional Experience
I worked in the social sector, making documentaries and radio serials in Drishti Media Collective in Ahmedabad. Then I moved to Kolkata and got into making corporate films. I've done my training in different media related topic.

Some of the work I've done can be seen below:
Video Films (Directed): Bol Films (2002) - Dubbed eight domestic violence spot in Bangla shown on ETV Bangla, Diarrhea (2002) - Health capsule made for EMRC Kolkata, Leprosy (2002) - Health capsule made for EMRC Kolkata, Rebuilding lives not houses (2001) - After the killer quake of 26th January 2001 of Bhuj, Navsarjan and Janvikas implemented a successful rehabilitation program for Dalits. This film documented this project to help them raise more funds.

Whose energy for whom (2001) - This film critically looked at the two clean technologies promoted in the rural areas by the government to save fuel wood. A Concern for Pollution (1998) - This film provided legal information to people working on the issue of environment. Dadi ma ni Vaato (Grandma's Stories) (1998) - This is a story about 2 boys and the importance of personal cleanliness which I did for DD-11.

Audio Programmes: Parivartan (1998) - This audio programme was based on fictional autobiographies of three close friends who faced different kinds of oppression from a patriarchal society. Kutch Kuchato (Kutch speaks up) (1999-2000) - Directed a news feature (as part of fictional serial 'Kunjal Panje Kutch Ji') in Kutchi language which was broadcast from Bhuj. This program received Chamelidevi Jain award.

Tu Ziaro Hai (You are alive) (2001) - After the earthquake 2001, I directed an interview based radio program to bridge the information gap between the people and policy makers. The programme was broadcast from the Bhuj local station.

I also conducted a theater workshop for law students. The students performed street plays for a whole year in Modasa and Palanpur in Gujarat (1999).

Then finally two months ago I joined JWT as a trainee in client servicing. It is very different from what I have ever done but it's lots of fun.

Job Profile
I am based in Kolkata and we help our clients in building their brands.

Advertising as career choice
Why I landed up here?! Well, I guess because I had to be in this field. It's not that I didn't like making documentaries and radio serials but advertising is any day more exciting.

Right and wrong about current advertising scenario
Being a new entrant in the advertising scenario, suggesting trends would be immature. I firmly believe that a lot of sectors in our country do need brand building, like our heritage, our art and our culture.

That's where advertising can change its role from just selling consumer goods and services to actually building brands for untapped sectors.

Also, creativity is getting lost, it's not that there aren't many creative people around it's just that somehow people don't mind mediocrity.

Five years from now
I see myself making a mark in the field of advertising; contended with myself and enjoying every bit of life.

Hobbies
Hobbies keep changing from time to time right now its photography, before that it was kathak. So it is anything that I feel like at that particular part of time. It can be from reading a book to watching TV to just sleeping.

Name: Shivana Kanwal

Job Profile: Stylist

Sun Sign: Scorpion, 22 November 1977

Educational Experience
I've done my graduation from Mithibai College in Mumbai. After that I did an IATA (International Air Transport Association) course.

Professional Experience
I have no formal training in costume designing; I just go by my instincts. I've worked with Zee Music where I have done the styling for all the VJs. I was appointed the in-house stylist by Rakhi Tandon's RT Entertainment.

The other projects I've done are Heena, Hum Hain Dilwale and Goonj airing on Sony Televison and Har Mod Par which airs on Sahara TV.

Currently, I'm managing the looks of Rakhi Tandon and Mukul Dev in the sitcom Pyar Zindagi Hai (Zee TV). I'm also styling the anchors for Zee TV's two new shows - one based on health and the other on spirituality.

I'm also eagerly waiting for the release of Kalpana Lajmi's movie titled Kyon, for which, I have not only styled the costumes but also the overall look of the characters. So I'm really excited about this venture.

Styling as career choice
I took up a job with Jet Airways after doing the IATA course. After a brief stint with Jet, I realised that my heart was somewhere else. Since my mom is an actress (Anita Kanwal), I too was expected to take up acting as a career. But again, that was not something that I wanted to do.

After I left Jet Airways, I really didn't know what to do. Whenever I visited the sets for my mom's shoots, I was very interested in the look and presentation of the sets and the artists. Seeing my interest, I was offered to do the styling for the serial Love Mein Kabhi Kabhi (SABe TV).

Since then there has been no looking back. Nothing was pre-planned. It just happened.

Problems faced while dealing with artists
There are a lot of things that I have to keep in mind as a stylist. I have to make sure that everyone on the sets, from the actors to the producers to the sponsors, is happy.

I also have to make sure that I talk to the artistes and find out about their likes and dislikes and accordingly select their costumes keeping in mind their colour preferences. And the next time I'm working with the same artistes, I try and remember all their preferences and give them what they like, in terms of looks and clothes.

That's the best way to keep them happy, and they also feel nice about the fact that I remembered. It's very important to have a good rapport with them. The key is to know how to tackle them.

All the actors that I've worked with are very sweet unlike the preconceived notion that most people have about their snobbish behaviour. One has to know how to deal with them and their requirements. Once you've achieved that, they are the easiest people to work with.

Coping with constant change in trends & styles
I make sure that I watch a lot of movies, not only Indian but also foreign films and closely examine the colour schemes and the trends that are used. It's very helpful.

Apart from that I also visit our costume sponsors like 'Casuals' and find out from them what the current fads are. That way I'm always abreast with the latest styles of the season and thereafter incorporate them in my work.

Today styling for a serial is not as easy as it used to be a few years ago. Things have changed dramatically. New trends are emerging everyday and a stylist is supposed to keep tab of each and every trend. It's a demanding, yet interesting profession.

Competition faced in the field
Oh, there is a lot of competition in this field. You have to strive to be one step ahead of your contemporaries. It requires a lot of researching, patience and hard work to carve a niche for yourself.

Once you have established a good rapport with a particular production house or artist, they are sure to repeat you in their next venture and that is what I aim for. My work should speak for me. Word of mouth publicity also does wonders in this industry, so if people appreciate my work then definitely I will be talked about.

Five years from now
Five years from now hopefully, I see myself doing more designing for films!!! I have my fingers crossed!

Hobbies
I love swimming, travelling and I'm a total movie buff!! I just love watching movies.

Idea of enjoyment
My idea of enjoyment is going out with friends, partying (once in a while) and dining at 'Rain.' I also love going to Delhi, as I'm originally from there.

Educational Experience
I've done my schooling from Modern School Vasant Vihar in Delhi. I did my B.A. through correspondence as I came to Bombay after I completed my twelfth.

Professional Experience
I came to Bombay in '93. I was lucky to get my first break soon after I came here in the form of Banegi Apni Baat (BAB), where I played the character of Rahul. The serial went on for five years and I shot for about 320 episodes. BAB was my major break. Then I did a serial called Maan for Channel 9 and Love Marriage for Zee TV. At present I am doing a serial called Kumkum which airs on Star Plus.

I have also done around 12-13 music videos. Hans Raj Hans'Chorni, Sardol Sikander's Haiya Ho, Sukhdev's Kudi India Ki and Dil Hindustani Ho Gaya are some of them. I have also done a lot of Punjabi remixes. I believe music videos are show reels. The serve as a platform to show people that you can sing and dance and are a great medium to display your potential and be noticed.

I have also done three Tamil movies called Monisha en Lisa (Monalisa), Edium (Heart) and Irrieldium Kadam (One-sided love). There is another Telugu film which is under production.

I have just completed shooting for Ram Gopal Verma's production Main Madhuri Dixit Banna Chahti Hoon, which has been directed by Chandan Arora (who recently got the Star Screen Award for Best Editing for the movie Company). I play a central character in this situational comedy which revolves around three people. The other star cast include Rajpal Yadav and Antara Mali.

I'm really excited about this movie. The TV and theater promotions will start around the third week of April and the movie is scheduled for release on 20 June.

Television as career choice
I was always interested in drama and arts since childhood. My passion for acting got me to Bombay (I'm basically a Delhi boy!).

The most important factor was my parents' support. I had their full backing and they told me to go ahead with what I wanted to do. I'm here because of them and their support.

Current Television scenario
Television has done wonders to the careers of a lot of people. It has revived a lot many actors who had faded away with time. Aspiring young actors have got immediate exposure due to the medium of television.

There is so much work in the industry right now and if a person is good, he or she can really come up.

Right and wrong about current television scenario
As I already said, the good thing about the current television scenario is that there is a lot of work in the industry, which gives aspiring actors a chance to show their talent and make a mark for themselves.

The bad thing is that there is a huge burnout factor in this medium. If actors don't control themselves in terms of their work, they can be washed out from the industry. So an actor has to choose the right kind of roles and also not be repetitive in the type of characters he or she plays, only then will they be able to reach greater heights.

Five years from now
Right on the top in terms of work!! I will surely have made a mark for myself in the film industry. I also see myself very happy and content with life.

Hobbies
I love driving and listening to music (simultaneously of course!!). I have a passion for cars and music is a must in my car !

Idea of enjoyment
To be happy is a mental state of mind; it is a very relative term. Sometimes the smallest of things can make me happy. I believe that to be happy in life, one needs to avoid negativity and have a healthy outlook to life.

Name: Hritu Deepak

Profession: Actor

Sun Sign: Capricorn, 29 December

Educational Experience
I went to KC College in Mumbai. I finished my graduation in 1996 and couldn't study beyond that. I am not a bookworm.

However, I must add that I am a linguist and am fluent in English, Hindi, Urdu, Punjabi, Marathi and Bangla.

Professional Experience
Advertising commercials: Immediately after my studies, I did a couple of ad films (TV commercials as well as print ads). I did some campaigns for brands such as Gits, Breeze and Rexona (Hindustan Lever). I also did a Pepsi ad with Amitabh Bachchan.

TV serials: My entry into the world of television was sheer coincidence. I started off with Zee's BG ke PG and soon bagged Nazdeekiyan on Sony - my character was also named Hritu! I also got noticed in SAB TV's Khatta Meeta and Shub Mangal Savadhaan - soon became a household name.

This was followed by serials such as Haal Kaisa Hai Janaab Ka on Sony and Is Duniya Ke Sitare on Star Plus. The latter is a celebrity based show produced by Dilip Kumar and Saira Banu. I must say that it was indeed a pleasure working with them as they are wonderful people.

I also love to sing and have done a show for Music Asia called Dil Ki Nazaar. This was a pioneering effort then because I got a chance to play cupid to people in love.

Current projects: I am doing Zee and U for the Zee group. On Doordarshan, I am doing a serial called Hairat. I shall soon be doing two shows on Star Plus which will be launched in April. I am being paired with Ali Asghar for one of them being directed by Rakesh Sarang. Kavita Kapoor and Manoj are my co-stars and I play a cook in a guest house. Various characters enter and exit the storyline.

The other show is a multi-starrer serial called Kise Kahe Apna. The second serial has Milind Soman, Anupam Kher and Shammi Kapoor (TV debut) amongst others.

I feel that I have a natural flair for anchoring shows. I am natural and spontaneous - I enjoy the challenge of being on air 'live'. Through my show Zee and U I receive several letters from different parts of the country as well as from foreign shores.

I am happy to say that I have attained a considerable amount of success in terms of money, plum roles and job satisfaction.

What's good and bad about television scenario:
I am currently working hard, jumping from one studio to another. There is a lot of work for talented actors and actresses. What is needed is an urge to learn and be dedicated.

In all the serials I have worked in, a family like atmosphere prevails and I am comfortable with this scenario. One also needs to develop a good rapport with co-stars, producers and directors in order to get more offers. I am bad at public relations and socialise less. Therefore, the offers I get are based on my performances and my rapport. I also love to sing and am undergoing training in Indian classical music and ghazals.

Five years from now
I believe I shall continue to work in TV serials, advertising commercials and doing live shows. I see myself bagging some meaningful roles in Bollywood's feature films. Currently, I am getting some offers for doing "item numbers." But, I am not interested in these. I would also like to work in tele-films on TV channels.

Every artiste loves more work but the work has to be satisfying. I, too, have started becoming more selective and this will continue in the near future. I must be convinced that the role is good and it must excite me. Otherwise, I shall not accept roles.

Hobbies
I love travelling in good company of friends who have a good sense of humour. I love good food - 'read salads and fruits.' I am a good listener and rather talkative. I enjoy talking to people and sharing experiences or comparing notes.

I enjoy singing and listening to ghazals. My car audio-system constantly blazes away to glory and my mother scolds me and asks me to concentrate on driving. In fact, I believe that the songs of the Shahrukh-Aishwarya-Madhuri starrer Devdas are absolutely brilliant. I sometimes have wild mood swings.

I am also into spirituality and meditation.

Name: Pradeep Hejmadi

Designation: Director - Research, Turner International India

Sun Sign: Libra

Educational Experience
Felt a lot shorter than it was. Enjoyed watching figures through college life - I mean studying mathematics and statistics. Graduated with a major in physics not too long ago!

Professional Experience
Made a foray into the media sector as an advertising sales executive in Times FM - the FM radio venture of the Times of India group way back in 1994, at the inception of private enterprise in FM broadcast.

Moved to media planning and buying, sensing the winds of change that were to sweep across the then existing television landscape - the cable & satellite era. As part of Hindustan Thompson Associates' national media buying unit, it was a great learning experience on brands like Kelloggs, Godrej & Boyce, De Beers amongst others.

Sensing the growing consumer interest in the area of specialised content channels, moved over to the other side of the table yet again - this time as a research manager in Discovery Communications India, in the year 1997.

Job Profile
Currently, my scope of responsibilities covers four media properties under the Turner umbrella - CNN, CNN.com, Cartoon Network & Cartoonnetworkindia.com.

As the head of research for Turner, I seesaw from one demographic to the other. On the one hand, one has to get into the wonderful, dreamy minds of kids, and then, on the other hand one has to probe the best-informed, affluent CNN audience.

What adds that extra zing to my work is the amazing reliance of Turner on consumer insights across the company, be it advertising sales, consumer marketing, programming or distribution and network development.

Research and media planning as career choice
One thing, for sure, I did not make this choice as a function of my personal involvement with the medium. I was an extremely outdoor type of a guy; by nature extremely selective when it came to viewing television. My choice was more rational and was based on the potential the medium had.

I also believe that researching media habits is one of the most challenging and not much of a chartered space, providing great opportunity. Thus, media research! (Would you have expected any other response from a researcher?)

Current Television scenario
Television has emerged as one of the strongest means of entertainment over the last five years. This has seen the simultaneous explosion of the TV landscape with mass entertainment channels entering areas of niche interest and vice versa.

The net result - an increasingly demanding and constantly evolving consumer. Some might argue that television viewers are 'content with familiarity,' while others would say that 'innovation pays dividends.' The inherent dichotomy presents for some an irresistible challenge and for some a painful reality. All in all, from my perspective, THE place to be!

Right and wrong about current Television scenario
The entire industry seems to be divided on what makes a TV channel tick - art or science. I think it's this divide that's wrong.

Clearly, to the well-informed eye, it's the multiplicative effect of science over art (and vice versa) and not one without the other that ticks. The polarisation on the two ends dampens the growth rate and we all end up playing a 'zero sum game.'

Five years from now
Given what seems to be on the platter for our industry (the beginning of a new era), the market will present even greater opportunities. I intend staying ahead of this curve, all the way!

Hobbies
Sports, reading and spending quality time with my family.

Idea of enjoyment
A chilled beer after a really tough game of cricket!

Name: Tushar Shah

Designation: Assistant Vice- President - Marketing, PR & Commercial - MAX

Sun Sign: Virgo, 16 September 1969

Educational Experience
Bachelor in Commerce and Post Graduate in Marketing Management (PGDMM).

Professional Experience
Spent the first six years in Sales and then the next seven years in Marketing. Combination of Media Industry (TOI and Sony) and Telecom Industry (Telstra, Agrani and Hutchison).

Job Profile
Currently heading Marketing, PR & Commercial at MAX (part of Sony Entertainment Television), as Assistant Vice- President.

Television as career choice
Last couple of years has seen Indian cable & satellite industry coming off age. With 100 odd channels available for viewers to choose from, viewership has got fragmented, leading to a paradigm shift in the way television business operates.

This time of accelerated change has thrown a huge challenge, challenge to understand the ever-evolving consumer preferences and design content and communication accordingly. Also with increased fragmentation, an increasing need is being felt to build and nurture strong brands.

Having spent more than 12 years as a sales and marketing professional in different industries, I found the challenges offered by television industry at this point in time very exciting, not just in terms of learning and discovering a whole new world, but also to try out new ideas and redefine the way a television channel is marketed.

Further, Sony offered an opportunity to work with a worldwide leader in entertainment. Movies and cricket being my twin passion, Max provided the perfect platform for me to display my marketing skills. Sony's acquisition of ICC World Cup rights till 2007 just sealed the deal for me.

Having worked on "Champions Trophy" & "World Cup", I can easily say that this by far is the most satisfying experience of my professional career.

Current Television scenario
One word that defines television industry today is "Change." With CAS getting implemented in the near future, creating consumer pull has emerged as most critical for the survival and growth of the business. Hence, managing content and communication will be the key focus area of this business.

With television penetration as well as satellite penetration still on a growth phase, we are going to see increased fragmentation in taste and preferences of the viewers leading to a plethora of unique offering channels mushrooming and doing well.

Today, you cannot expect different results by doing the same thing again and again. Unlearning old paradigms and principles has become as critical as learning new ones. Business success will depend upon the ability to anticipate the change and be prepared to face tomorrow with a fresh approach and arsenal. As they rightly say in this business "tomorrow is actually a different day."

Right and wrong about current television scenario
It's a little bit chaotic out there, but then there lie the challenges and the opportunities. There is a need for appreciating systems and structure; too much of fluidity is not good for the business. Training is another area that has long been neglected; as a result there are not many world-class media managers around. I want to see the television industry attracting the best among the best business schools in India and abroad.

On the positive side, things have started to change; in the last couple of years the industry has started getting more organised, greater investments are being made in systems and structures, it has also started attracting brighter talent. And more importantly it is evolving and evolving at a very fast speed. The industry still is in its embryonic phase and from here on things can only change for the better.

Five years from now
Five years is a lifetime. Very difficult to see where I'll be and what I'll be doing. Definitely the world will change within these five years and I'll be grappling with these changes. But I guess I'll be operating on a larger canvas, with a bigger set of responsibilities, managing a bigger and brighter resource pool and influencing business in a much more pronounced way.

Hobbies
Movies, music, surfing and travelling.

Idea of enjoyment
My idea of enjoyment is going on a holiday to the hills with family and close friends.