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Initiative, BBC to jointly hold Divas Reloaded media seminar

MUMBAI: Initiative, the media services division of the Lintas Group, has announced Divas Reloaded, a two-day residential conference on the media environment at Northpoint, the group's new Centre of Learning at Khandala, in association with international news channel BBC World.

Experts who have built and nurtured the best media strategies in India and trained the best media talent will address the seminar, an official release says.

Conceived and implemented by Initiative, the seminar seeks to involve senior marketing professionals responsible for large media spends in an industry debate on addressing the key issues facing effective media deliveries today - specifically in the areas of performance measurement, motivating talent and addressing consumers in a more relevant way.

BBC World's association with Divas Reloaded marks the channel's contribution to support pioneering projects in the country and is another significant offering to the advertising fraternity. The Divas Reloaded seminar aims to drive learning through a blend of contemporary academic thought and relevant practical experience.

Among the speakers are Roda Mehta, who has been honoured with a Distinctive Achievement Award by the AD Club Bombay, and Meenakshi Madhvani who launched the country's first media audit firm, Spatial Access Solutions, this week

Former head of media at the Hindustan Thompsons and well-known media expert Ketaki Gupte and qualitative research specialist Dr Meena Kaushik will also address the audiences.

Divas Reloaded will be conducted on 17 and 18 October at the scenic Northpoint Centre of Learning, Khandala. "Just because everything is different doesn't mean anything has changed," says Lynn de Souza, Director Media services for the Lintas Group. She explains, "We think it's time to revisit some of the fundamental ways we all approach this business, before it gets really out of hand!"

BBC World's deputy airtime sales director Sunita Rajan says, "In keeping with the present media scenario, BBC World is constantly innovating and implementing ideas that can provide both viewers and advertisers with a broader view. We are happy to partner with Initiative for this conference which is a platform to bring together media experts and we are certain that delegates will be enriched by their knowledge and experience."

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