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Mailman expands asia business with singapore office and hires industry veteran bima said
MUMBAI: Mailman has officially launched across Southeast Asia with a Singapore office, hiring of Goal.com’s former Head of Asia, Bima Said and dedicated country managers in markets such as India, Thailand, Vietnam and Indonesia, as well as offering services to clients in Japan, South Korea and the Middle East.
Mailman will provide best-in-class digital and content services for clients across Asia, including digital strategy, channel management, content production and community engagement.
Bima Said, Mailman’s regional VP, has previously held high-level positions in Asia at ESPN, Fox Sports, and more recently as Head of Asia for Goal, part of DAZN Group, previously known as Perform Media. Said was responsible for overall growth in APAC of Perform-owned media platform Goal while overseeing content in eight languages across 11 editions.
Mailman has also hired country managers in key Asia markets to ensure its clients are provided with local experts and best-in-class content with ability to leverage on resources, knowledge and insights from Mailman as a group to drive performance and results.
CEO of Mailman, Andrew Collins: “SEA is a young, highly social media driven market with a passion for football and entertainment. Through local teams we will deliver more meaningful connections with the audience and our clients.”
Mailman’s regional VP, Bima Said: “It’s the right time for Mailman to be expanding in Asia. The continent is regarded as a key market for sports IPs looking for growth. Improvements in technology and infrastructure give fans closer and faster access to their favorite leagues, teams and players. More fans are watching and spending, this delivers strong impetus for the growth of all sports across the continent.”
Maurizio Barbieri, Twitter’s Head of Sports Partnerships, SEA and Greater China: "Football and entertainment are two of the biggest conversation drivers on Twitter not only in our region, but globally. In fact, in 2018 there were 5.3 billion Tweets about KPop alone, and on the football side, we saw 115 billion impressions of Tweets during the World Cup. So, we couldn't be more excited to collaborate with Mailman to bring even more premium football and entertainment content from the world's biggest names to South East Asia, and help them find new audiences on Twitter."
Last year, Mailman grew its global footprint with a strategic investment in Europe’s leading sports digital consultancy Seven League, with a vision to building the world’s first global digital sports consulting business.
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
