“Initially it was very difficult because as an RJ, it was all about me and my show – that’s all I ever thought of. But when you start managing a company then you need to put your people ahead of you. You need to think of thousand more variables that affect your life like sales, cash flow, people problems etc. Life as an RJ was all about individual talent and my own ability. Now the tough part is to extract brilliance from other individuals who form a part of my team. Inspiring people to be their best is a full time job but I thoroughly enjoy it.“ Said Rahoul Bhaargava – Founder, Creative Antenna.
In an interview with MediAvataar India, Rahoul divulged all about Creative Antenna and how Indian consumer is now willing to pay for audio content.
Here is the complete Q&A….
MediAvataar: How do you define Creative Antenna and your business model?
Rahoul: Creative Antenna is a provider of content, products and end to end managed services for a mobile first ecosystem. Simply put, we make products that engage a mobile carrying customer. Our products are sold as a subscription or pay per use basis to customers via telecom operators.
MediAvataar: Who is your target audience?
Rahoul: Anyone & everyone who uses a mobile phone.
MediAvataar: Tell us something about the size of the industry.
Rahoul: About 300 Crores monthly.
MediAvataar: Is this service for only big brands or smaller outfits can also budget it in?
Rahoul: This service is for brand of any size that wants to reach out to its potential customer who carries a mobile phone.
MediAvataar: How do you look at your competition?
Rahoul: Competition keeps us on our toes. It helps us to keep focus on goals and continuously improve ourselves so that we stay relevant and ahead of the curve always.
MediAvataar: What do you think is your USP?
Rahoul: Though we are a mid sized company, we function as a start up. Our entire team is very hand on and works round the clock. Our team size is small so we can monitor and control our environment, which ultimately helps in quality output.
MediAvataar: How has the consumption of audio content changed over a period of time?
Rahoul: Audio content used to be for community consumption in the 70s. Television took its place in the 80s. Audio content listening since then became a very personal affair. Smaller radio sets, Walkman and IPods further helped & aided this personal listening habit. People now need more niche content. If something unique is dished out, then they will pay for it especially the A category listeners living in Tier I cities. That I feel is the biggest change – the fact that the Indian customer is now willing to pay for audio content.
MediAvataar: You have been creatively involved in radio, earlier as RJ and now as a business man, tell us about your transition and is it easier to be the former than latter?
Rahoul: Initially it was very difficult because as an RJ, it was all about me and my show – that’s all I ever thought of. But when you start managing a company then you need to put your people ahead of you. You need to think of thousand more variables that affect your life like sales, cash flow, people problems etc. Life as an RJ was all about individual talent and my own ability. Now the tough part is to extract brilliance from other individuals who form a part of my team. Inspiring people to be their best is a full time job but I thoroughly enjoy it.
MediAvataar: Tell us about your clientele and how do you market your services?
Rahoul: My current clientele consists of all the telecom operators but I’m now also targeting potential clients in aviation, banking and hospitality sector who need entertaining content on audio & video for their customers.
MediAvataar: What are your future plans?
Rahoul: Mobile ecosystem is a very dynamic place and things change very quickly so I won’t comment on future plans that are too distant but in near terms we want to replicate our services – that have been successful in domestic market – in international telecom operators. Work has already started on those lines.
