Atul Phadnis quits Tam; launches Media e2e

MUMBAI: Tam India vice president Atul Phadnis has put in his papers at the agency. He is launching a strategic media studies group called Media e2e that aims at understanding return on investment (ROI) in the media business, strategic media planning, media management and broadcast management.

Media e2e, wherein e2e stands for exposure to engagement, will work in the developmental and educational space in the broadcasting industry.

Speaking to, Phadnis said, "We are in the process of developing tools for broadcasters and direct-to-home (DTH) companies. The tool for broadcasters will be an advanced business tool application for top channel executives that will aid them in efficiency and profitability measurement at various levels."

The system for DTH companies, on the other hand, is still in the developmental stage. "We are looking at being the front-runners of providing educational exercises and becoming an educational resource pursuing advanced media techniques within the sector," Phadnis added.  

Phadnis will, at the same time, continue to work closely with Tam to develop educational activities and new systems.

When queried as to what prompted him to turn entrepreneur, Phadnis said, "There are a host of changes taking place within our industry with the coming in of multiple delivery platforms. In this dynamic scenario, there was a need to try something new that would help the industry at large."

Phadnis is in talks with a couple of senior professionals in the industry who are expected to come on board as partners. However, nothing has been finalised as yet. A team of analysts and software professionals are already on board.

Phadnis started his career with Rediffusion-DY&R (now TME) in media planning and later joined HTA (now Mindshare). Phadnis then moved on to Starcom Worldwide, where he was instrumental in launching Starcom Digital. Post that he joined Tam Media Research and was looking after S-Group and AdEx India.

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