From being a mere delivery system for messages on behalf of the brand, Media has evolved into the veritable life-blood of the relationship between the brand and its audiences. This evolution, like for a lot of other segments in our marketplace, has happened in a fast-forward mode. Technology triggered it. Events fuelled it. Pent-up appetite of our starved-on-a-tight-leash masses drove it. Savvy entrepreneurs rode on it. Chroniclers, researchers and monitoring processes are trying to keep pace with it. Economists and social scientists are trying to make sense out of it. And for the most of this phase, our politicians and bureaucracy didn't have a clue about it. Thank God for the last one.

No, it is not something to be facetious about. On the contrary, it is a serious challenge. And therefore, by implication, it is a great opportunity too.

Opportunity to anticipate the media consumption trends and position oneself early to leverage them; Opportunity to spot audience sweepers in a viewing universe fragmented to smithereens by the sheer proliferation; Opportunity to do some bottom fishing by tracking low cost - per contact vehicles that together cumulate a viable Reach; Opportunity to pick a coalition of inexpensive wannabes with a rising curve to deliver salience through Frequency; Opportunity to build synergies cutting across media lines; Opportunity to go beyond the fledgling 'tracks' of the researchers and put the money where the honed-over-the-years intuition takes you; Opportunity to leverage relationship and equity; Opportunity to build value through negotiations; Opportunity to steer clear of the traps masquerading as bonuses and discounts; Opportunity to rewrite rules; Opportunity to dare.

While in case of mainline media, the choices are well defined, it is in the domain of interactive media that the challenge acquires a new dimension. The all important, in fact, the most important efficacy benchmark, i.e., measurement of the return on investment (ROI) on all media monies spent is the pivotal focus of our media optimization measures.

Identifying, handling and managing publisher networks on one hand and negotiating and getting the best deals for clients, while on the other, planning for ad campaigns via our unique co-registration model (as part of optimizing our lead generation process) that comprises a series of steps including registration integration, online media placements, targeted interstitials and email...both taken together ensure the best media campaign management for all client campaigns, and that too, on a sustainable basis.