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Navin Shah and Maneesh Mathur quit Percept to set up own entertainment venture

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Navin Shah and Maneesh Mathur quit Percept to set up own entertainment venture

After a stint of nearly four years, both Navin Shah, CEO, Percept Picture Company and CEO, P9 Integrated, and Maneesh Mathur, COO, P9 Integrated, have put in their papers. The two are starting their own venture, christened EMC (Entertainment Media Communications), which will be based in Mumbai and is scheduled to launch in mid-January 2010. December 14, 2009 was the last day for both Shah and Mathur at Percept.

One of the key agenda in launching Entertainment Media Communications Solutions Worldwide Pvt Ltd (EMC) is to create a lot of integrated branded solutions across media – television, radio, the Internet, mobile, etc. With a lot of brands beginning to change their entertainment and communication plans, EMC will specialise in this ‘new world order’ that allows integration of entertainment and brand communication using all forms of media.

In conversation with exchange4media, Navin Shah said, “Today, there is a thin line between what is happening in the media and communication world as the entire eco-system is pleading for an integrated entertainment and brand communication. EMC will actually specialise in this new world order, which allows a huge integration of entertainment and brand communication using all forms of media. For instance, brands making full length feature films, making advertising-funded programmes, making music videos, snippets, teleshows, events, etc. So, it is actually turning the whole communication and entertainment divide and intermingling them in that the ‘new world order’.”

According to Maneesh Mathur, “Most of the clients are looking at entertainment and media solutions, hence keeping this demand in mind we have decided to start our own company, which will be catering to entertainment media and communication needs. It will be a 360 degree media communication and will be commencing operations from January 2010.”

“The biggest differentiator between us and any other entertainment company is what we have to offer. While most other entertainment companies will offer you only entertainment lead solutions, EMC can offer clients multiple options of reaching the target audience in a better and most cost efficient way which no other company can provide,” he added.


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