Released on = March 2, 2007, 4:44 am

Press Release Author = Scenario Communication Partners

Industry = Marketing

Press Release Summary = New Delhi, 02 March, 2007: The 1st FMCC - Human Capital
Forum, organized by Futuristix Media Communications Center (FMCC), in New Delhi
today, had leading names from media, advertising, journalism and communication and
HR address crucial people issues that the Industry is faced with

Press Release Body = New Delhi, 02 March, 2007: The 1st FMCC - Human Capital Forum,
organized by Futuristix Media Communications Center (FMCC), in New Delhi today, had
leading names from media, advertising, journalism and communication and HR address
crucial people issues that the Industry is faced with.

Opening the Forum, which has been conceived as an attempt to find answers and common
ground for talent issues in media, advertising, journalism and communication
Industry, Mr. AP Parigi, MD and CEO, Entertainment Network India said "So what is
your connect with this generation that has more dreams than memories? We should be
thinking about connect and transparency. That's where leadership starts. When people
quit they quit their bosses not their organizations", he further added.

Setting the tone for the panel discussion on Managing the Younger Workforce, which
he was moderating, Rajeev Karwal, an Industry leader, said "I think there is no
dearth of talent, only lack of enlightened organizations who need to hire by track
records and attitudes rather than seemingly bright CVs and superficial communication
or presentation skills\". Mr. B Sai Kumar, CEO, TV 18 Media added an interesting
perspective "We give ten year plans to our investors but demand results in the first
quarter from our talent. And for all the emphasis on training, he added "If training
is that important, why do we host training over weekends and holidays, why not a
Monday?"

Further adding to the discussion, Mr. Lancelot Cutinha, VP - HR, Big FM 92.7, said
"Today's generation knows more than the elders and we should be open to some reverse
mentoring" and
Mr. C V L Srinivas, Media expert and ex-CEO, Maxus- Asia-Pacific quizzed "Why do our
CEOs not go and teach at the institutions?

CAPITAL DEBATE, the master forum, on HR is not a business partner? proved to be a
spectacular debate with heavy-weight speakers speaking for and against the motion.
Ramesh Jude Thomas, Principal Executive Officer, Equitor Management Consulting,
moderating the session, highlighted an interesting paradox "Isn't it ironical that
an economy which has built its global reputation on manpower arbitrage and a whole
stock market transition based on its people story, is now bleating about a shortage
of talent?".


Geetanjali Pandit, Director - HR, India Today Group said, "There is a need to make
HR measurable" while Rashmi Deshpande, VP - HR, Group M, spoke of including HR in
the business decisions. She elaborated "HR can front-end interaction with the client
and add value. If you have to learn Salsa, practice your moves but also include your
teachers in the process".

Speaking during the discussion Talent and its paucity: Real or self-inflicted? Ms.
Prema Sagar, Principal and Founder, Genesis Burson-Marsteller said "Talent too will
face challenges. Those who possess a positive attitude, invest in their skill and
knowledge and are prepared to stay in jobs for longer tenures will have successful
careers. The rest will succeed in getting jobs".
Arvind Wable, ED & CEO, FCB Ulka Group, added to the conversation "To save
themselves the effort, the industry is stealing people instead of training."
Speaking in the same panel, Chintamani Rao, CEO, India TV, shed light on the other
perspective, "Organizations should ask themselves why people should choose them over
others in this competitive environment".

Ms. Meenakshi Madhvani, moderating the session on Salaries: the gold rush: is it for
real? quizzed the panelists by asking them if there was a more compelling reason
that we could offer people to join or stay "What happened to the idea of a well
defined organizational culture? Has it become outdated in today's times?" she asked.

The last session of the day was Evaluation of Editorial Performance.
Shefalee Vasudev, Editor Marie Claire, said, "Same competencies do not work year
after year, so we should read our readers, before they read us."

It may have been the end of a busy day but the discussion had just been seeded and
participants and panelists were seen exchanging notes, hoping to go back and act
upon some of the learnings.

Looking satisfied both with the participation and quality of the discussions,
Mr.Sajal Mukherjee, Founder - FMCC, said "We are delighted that we have been able to
bring to the fore the most important aspect of our Industry - our people, their
issues and drivers. The arguments, we hope, will compel to acknowledge that really
going forward business strategy really is people strategies."

"The Forum is the first step towards many such initiatives that FMCC aims to
announce, hopefully soon." added Mr. Mukherjee.

Timesjobs.com and Nai Dunia were the associate sponsors for the event. The event was
supported by Deccan Chronicle, Brand Sum and Sahara Samay. Exchange4media.com was
the online media partner for the event.

About FMCC
Futuristix Media Communication Center (FMCC) is India's premier advertising, media
and communication Institute located in New Delhi. FMCC has been set up to galvanize
thought leaders, researchers and academicians in the area of media, advertising and
communication together and emerge as the center for path breaking research in our
industry (www.fmccindia.com)

About our sponsors
Nai Dunia - the first Hindi paper on the internet (www.naidunia.com). Timesjobs -one
of the leading search engines for online jobs (www.timesjobs.com ). Sahara Samay -
provides world, regional, and topical news (www.saharasamay.com). BrandSum- India's
largest print ad archive (www.brandsum.com) and Deccan Chronicle (www.deccan.com)



Web Site =

Contact Details = For further information, contact:
Loveleena
Consultant-Academic & Corporate Affairs
FMCC, Plot No 8, Balaji Estate, Kalkaji, New Delhi-110018
+ 9 98 992 20625

Namita
Scenario Communication Partners
+ 91 98 107 10036