The cell phone buzzes constantly, but Apurva Purohit, president
of Zee TV, the flagship channel of the Subhash Chandra-promoted
Zee Telefilms, doesn't mind attending to the calls that interrupt
her breakfast at The Oberoi in New Delhi.
The calls are from advertisers, clients and media planners, all
of whom are once again looking at Zee TV with a renewed interest
and Purohit is happy to talk to them, at times cajoling them to
have a dekko at certain products and look beyond the hype
is also open for a freewheeling conversation and admits that things
had gone wrong at Zee TV that needed rectifying. Having joined Zee
TV at a time when the company was going through, probably, its worst
phase with TRPs of programmes failing to register in the Top 50
--- occasional silver linings notwithstanding --- for the last two
years or so, Purohit sounds and looks more confident. It is apparent
when she jokingly asks, "So, what is the latest gossip on me? Am
I leaving Zee or staying?"
TV may have consolidated its position a bit, but it certainly cannot
be said to be out of the woods completely. Amidst such a scenario,
being the president of the flagship channel is not an easy job.
More so, when the president has to report to a hard taskmaster,
the chairman of the company, Subhash Chandra.
A management graduate from IIM Bangalore, Purohit has been in the
advertising and media business for 15 years and now, as she sits
on the other side of the fence, sometimes the turn of events lands
her in tricky situations.
this time round, which happens to be her second encounter with indiantelevision.com,
Purohit is less guarded. Excerpts from an interview with Anjan