Ishan Raina to foray into out-of-home business

Neha Kalra
NEW DELHI, November 27

After handling over the management of Euro RSCG to Suman Srivastava, Ishan Raina is looking forward to starting an out-of-home business. This new venture, funded by private equity player 3i, has already struck a strategic alliance with Shanghai-based, Focus Media.

Focus Media is one of the largest out-of-home agency in China and it sells out-of-home television advertising time slots on its network of flat-panel television screens located in high-traffic areas in commercial locations throughout China.

Raina says, "The communication scene in this country is changing very fast. For instance, it is becoming difficult to reach the person who does not watch television. This new media is all about creating new prime time as is there for newspapers in the morning and television in the evening"


Raina new venture plans to go beyond the conventional static hoardings on bus shelters and plans such flat panel LCD screens in retail outlets, malls, restaurants as well as in commercial centres. It proposes to build a national network of around 12 cities.

"This new medium is the convergence of outdoor, Internet and television," he says.

Raina reveals his hidden desire for new media, saying that he has been interested in this medium for the last five years. He says,"The consumer connect which this medium offers is fascinating. Moreover, I have never been into media ownership, so it will be a new opportunity for me".

Raina is currently putting a team in place and hopes to announce a few big names in the near future.

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