MUMBAI: Arjun Singgh Baran and Kartik Nishandar have turned entrepreneur with their new venture, GSEAMs (Global Sports Entertainment & Media Solutions). It will focus on key areas like talent endorsement, global creative intellectual properties and a global creative media school.

The main reasons for setting up GSEAMs, the duo highlights, are relevancy, unique offering, clear domain understanding and a passion to develop and make it a success.

Says Baran: "I have been fortunate to have worked in Reliance Broadcast with media veterans like

Tarun Katial in my last venture. There have been a lot of new initiatives that we had done in Reliance which I am very happy about. Now I am looking forward to creating a great company which can create value for our stake holders in the three businesses."

"I am happy that Nishandar who has had a great stint at Reliance has decided to join me in this venture. We intend to bring a science to the business of brand endorsements. We have tied up with the key players in the business and intend to takeit to smaller cities like Pune, Ahemdabad, Chandigarh, Indore and Ludhiana. We also are creating some very interesting intellectual properties which we shall announce soon." he adds.

Barun and KArtik also looking at helping fill a lacuna in the media sales scenario - a lack of practical training for non-media professionals looking to make a career switch to media. The duo is intending to do this through the Global Creative Media School which will be offering a three month media sales & marketing certification program. Renu Puntambekar - an HR professional - who is an expert certified trainer with 15 years experience in learning and development is partnering them in this initiative.

Kartik Nishandar

"I have had a great last eight years in companies like Reliance Broadcast, The Times of India and

Planman. I have also had the fortune of working in Big Live and helping it create 50 IPs in a very short span. Also being been involved in driving the national marketing for 92.7 Big FM which has been a great learning and enriching experience. I have always wanted to be an entrepreneur and got a good first hand experience of working like an entrepreneur in RBNL," points out Kartik.

Baran asserts, "We have build a network across the country with key partners who are representing us and will help us monetise the IPs as well as educate clients in smaller cities on the benefits of taking brand ambassadors. These network partners will also help the client decide who they should tie up with on the basis of their brand needs and understanding. We have signed on with key players in the market who represent Bollywood artistes and sports personalities. Through these partnerships we will be representing these artists and getting them sales endorsement contracts."

During his stint at Reliance Broadcast, as the business head of Big Live, Baran was instrumental in creating more than 45 IPs. On the other hand, Kartik was looking after the marketing of all these IPs. The biggest of the IPs created by them was Big Star Entertainment awards, which is showcased on Star Plus as a New Year special. It is one of the highest rated awards of the year. Similarly they created many Regional awards in different languages like Marathi, Telugu, Kanada, Tamil, Punjabi, Gujrati etc. These all did very well for the industry as well as for all the partners who were associated with it like the sponsors, telecast partners, radio partners, on-ground partners etc. Most of these also got a very high TRP rating thus proving that there is a big interest from viewers for these awards.

"In GSEAMS we plan to continue creating IPs like these along with our partners. We are already in talks with Reliance Broadcast (our ex employers) to do some IPs jointly like the Big India Music Academy Awards. This was last done as Big Star IMA Awards and it was showcased on Star Plus." says Baran in conlcusion.