Senior vice-president and head of the mobile entertainment division of STAR India till March, Viren Popli, has now joined Mumbai Mantra, the entertainment division of Mahindra & Mahindra to spearhead the company’s entry into television.
Popli has been designated the post of the TV and digital initiatives head of Mumbai Mantra and will work under Andrey Purushottam, the chief executive officer of the Mumbai based agency. He will be handling the digital and television forays of the agency and will work towards shaping the film production unit into a full-fledged division.
Elaborating on his new responsibilities Popli says, “Being a strong player in the market, Mahindra & Mahindra has etched a name and working with it will be interesting. We are looking at various avenues in the media space with keen interest.”
Admitting that the television venture is still in its planning stage, Popli adds, “We are first studying the players who have launched before us, and analysing what has worked for them and what has not. Only after that will we take a step. We won’t rush into things and try to make quick money. Rather, we will plan things well as there is no dearth of opportunities in the market.”
He believes that the digital market is really big and there are a lot of opportunities in this medium that are yet to be tapped. He says, “There is a lot that can be done in this arena. There is so much to be explored.”