Mr. Bhasin possesses an air of a very positive attitude as we begin. Handling difficult jobs like collections at ground level, he appears quite stoic and firm. He holds strong intellect yet is grounded in his conduct. Having gained10 years of experience in the field of Pay Channel Distribution, in line with his work, he is well equipped to get work done and derive the best efforts from his team members. His specialties are a wide array of Indian Broadcasting Distribution Sales, Dealer management, Business Development, Trade Marketing & Promotions. Describing his career journey in media as wonderful , he reveals that his law degree was something that just happened. “It was not planned”, he says. The urge to do something more constructive got him into IIPM and then despite being a finance specialist , he went on a trail leading into media.
Beginning with Star Networks in 2000, he went on to join Zee Turner Ltd. in 2006. He also worked for two years as regional manager for INX Media Pvt. Ltd. Since 2010, he is associated with Sun 18 Media Services Ltd. It is the strategic alliance between Network 18 and Sun Network Ltd producing channels like COLORS, MTV, Nick, Vh1, Homeshop 18, CNN-IBN, CNBC -TV18, CNBC – Awaaz, IBN-7, The Disney Channel, and many more. It is a different from other sectors because it is not yet completely organized, especially the rural market. He feels
that when in the year 2000, Star Network began in India, people were not quite ready to pay for the channels. “It was revenue through ad sales and not through distribution”, he says. Today, the revenue is mostly through distribution platforms. His primary role at Sun 18 Media is collections. Mr. Bhasin also plans and manages the shifting process from analog to digital (ADC ).
Mr. Bhasin opines that most of the challenges in the media industry are at the ground level and never at company level. “Recovering money from cable operators is tedious as they are almost like a mafia for a particular area”, he giggles. Another challenge according to him is implementing the thought process in a practical manner. “In the electronic media business, we are selling air signals. It cannot be touched or felt like other products”, he adds. The best idea is to go with practical policies that suit business needs rather than sticking to what one learns in theory.
HR holds the key in keeping the attrition to minimum, hiring right people for right job is crucial..
Mr. Bhasin feels strongly in line with the legendary Scorpions track, ‘winds of change’, because he can predict and is almost certain about the drastic changes that await the media industry in the coming decade. “It is going to go very big. Understanding the demand will be the key”, he says confidently. He feels that in the future, the number of channels will cross 500 and also TVs will be able to accommodate 1000 channels. He also sees DTH sharing 60 per cent of market. He adds, “The whole reach and approach will change specially in electronic media”.
Coming on to virtualization techniques, Mr. Bhasin sounds quite upbeat. “Virtualization will help in improving the quality of people that work here”. He asserts how the world has changed since the first STD telephone to today’s BBM.
HR, according to Mr. Bhasin holds the key in keeping attrition levels to a minimum. “Hiring right people for the right job is crucial. Of course young blood in the organization is important, but I think, old minds work faster”. Personally heading a team of 10 at Sun 18 Media, Mr. Bhasin describes his leadership style as very easy going.
Mr. Bhasin’s most important lessons learned at IIPM were, to be practical and to speak less and learn more. He fondly recalls his stay with friends at Lajpat Nagar during his course at IIPM. “It was great fun”, he adds with a smile. Spending time with friends and watching TV is what he does when he is not working.
Some philosophers rightly say, “Life’s only a dream; realize it before the dream is over”.
