MUMBAI: Milind Naik, the former Star and Widen Cricinfo CTO, has been roped in by Pepper Media as technology director.

Pepper Media, a multi-channel network (MCN) on YouTube, floated by former founder and CEO of iStream.com, Radhakrishnan Ramachandran. iStream.com was a premium video-on-demand service launched in 2011 with backing from SAIF Partners.

“If you are looking at building a sustainable business model in the MCN space, technology will be one of the key accelerators. We are looking at marrying brands with content concepts and we need to see brand managers looking at online videos as a cost effective and powerful alternative to TV. Technology will play that key role in simplifying the model for brand managers, by helping them analyse the impact of their video campaigns on platforms like YouTube,” said Ramachandran

Naik has over 22 years of experience. This includes an entrepreneurial stint; when he launched Pappilon, one of the earliest mobile application development companies. He then launched an analytics firm specialising in buying patterns and consumer analytics for brands for the international markets.

“With videos being watched more on multi devices, it is imperative for brands to maximise on the same, the likes, dislikes, what is trending is yet to be captured in a 360 degree and that is the aim here at Pepper Media.  I am excited to be part of a team that has been pioneers in the online video space. Metrics for consumer analytics on video is the next big thing. Technology analytics are faster and accurate as people are moving towards a more expressive form of personal views. For technology to make a difference it is the collective intelligence of the team which matters the most and that is what I see here at Pepper Media,” said Naik.