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Percept revamps entertainment biz; creates more synergy between service offerings

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Percept revamps entertainment biz; creates more synergy between service offerings

Percept has restructured its entertainment business in order to bring greater focus, synergy and service offerings. Currently, Percept Entertainment encompasses both assets and service businesses spanning content, talent management, experiential and entertainment marketing, sports management and marketing, events, activation and IPs.

In the revised structure, Percept Entertainment will segregate the Services, Assets and Content businesses to create three distinct verticals:

  • The Services vertical, christened ‘Percept Sports and Entertainment’, will comprise experiential and entertainment marketing, sports management and marketing, event management and marketing, celebrity endorsements & talent management, branded content, brand activation and promotions.

  • The Content vertical – ‘Percept Pictures’ – will focus on the movies, television and ad films side of the business, which would encompass all elements of content production, aggregation, distribution and marketing.

  • The Assets business, called ‘Percept IP’, will include live entertainment and sports assets, digital and other media assets, CelebTrack, Sunburn, Fight Nights and all other assets created and owned by Percept.

It may be recalled that exchange4media had reported in June 2010 that Devraj Sanyal returned to the Percept Group as CEO of the Percept Sports & Entertainment vertical. He is responsible for providing strategic direction, creating opportunities for integration and paving the roadmap for the overall businesses under this vertical.

Meanwhile, Rukin Kizilbash, COO, Percept Sports and Entertainment, will focus on the domains of Sports Marketing and Management, Brand Activation, Entertainment, Incentives, Conferences, Exhibitions and Events.

Percept Pictures (erstwhile Percept Picture Company) will continue to focus on movies, television software, ad films, corporate films, live events and special projects in the Content space. Percept Pictures will continue to be spearheaded by Sanjay Ahire, COO – Feature Films.

The Percept IP vertical will include all intellectual properties created and owned by the Percept Group, including IPs in the live entertainment, sports, celebrity management, digital and media space. Some of the IPs currently owned by Percept Ltd include ‘Sunburn’ – Asia’s biggest electronic dance music festival; ‘CelebTrack’ – said to be the world’s largest research wave on India’s most powerful celebrities across movies, sports and television; and ‘Fight Nights’ – India’s first ever indoor boxing bouts between leading Indian and international boxers.

The Percept IP vertical will be headed by Harshad Bhagwat, Business Head – Intellectual Properties. Bhagwat will be responsible for managing and leveraging the IPs currently owned by the Percept Group, and will also be focused on conceptualising and developing new and innovative IPs for the Group.

The restructuring in the entertainment business is in keeping with the evolving and dynamic changes in the M&E industry and will enable Percept to offer greater efficiencies in the way it operates and functions.


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