MUMBAI: As the worst economic crisis in recent history unfolds, NDTV 24X7 brings to you some effective measures to combat the recent depression. Ride the Recession, an innovative show launched earlier this month, discusses how the crisis is impacting us, be it home loans, property prices or job losses. The show brings to you exclusive interviews with the best business minds in the industry sharing expert tips on how to cope with the slowdown.

Catch NDTV?s Economic Affairs Editor Shweta Rajpal Kohli in a t?te-?-t?te with the country‘s top most industrialists and CEOs on how companies are seeing this crisis as an opportunity and revamping their business models in the next episode of Ride the Recession this Friday, March 20th at 8:30pm, only on NDTV 24x7.

MUMBAI: Initiative, a part of Interpublic Group, has been named the Media Agency of the Year for 2008 by Advertising Age for its transformation, innovative campaigns and substantial revenue growth over the years. After a few tough years they were able to successfully win over a massive piece of business, MillerCoors. Initiative has been previously named the Media Agency of the Year 2008 by Ad Week.

As Mr Richard Beaven, CEO, Initiative Worldwide, said," We have been honoured with this award and we thank Advertising Age to bestow upon us this prestigious title. We had tough years but were able to reach new heights and achieve great success with team effort."

Mr Tim Spengler, who was elevated to President of Initiative USA from Chief Activation Officer last February for taking the U.S. shop to new heights, was instrumental in Initiatives‘ turn around and growth. In addition to being centrally involved in the key reviews, he brought in new talent, including Kris Magel, EVP of national broadcast and Jason Meil, EVP and Managing Director of innovations.

The Journey Over the Years:

Back in 2004 and 2005, Initiative was at a low point. It seemed to lack both a clear positioning in the market and a leadership team with the vision to help the agency survive in a rapidly digitizing and viciously competitive media landscape. Those problems led to some client defections and new-business stagnation

Things began to change in 2006, when Interpublic hired Richard Beaven to run Initiative‘s U.S.operations. Mr. Beaven said the first thing he wanted to do upon taking over was to instill a heightened sense of leadership and a belief among agency personnel that "success could be achieved and that [Initiative] could be the center of the map in terms of the category we are in." The wins began to come, and Initiative gradually began to shore up its reputation as a bastion of smart marketing thinking.

Last year was not only a monumental one in terms of new business wins -- nearly $1.5 billion in billings -- but also a time when Initiative engineered some highly innovative print and digital campaigns and introduced a variety of new client offerings. Revenue increased 22% to more than $340 million, due in part to wins such as the $735 million Hyundai/Kia account, $150 million Dr Pepper Snapple Group and $400 million MillerCoors accounts.

Another big change for Initiative is the agency‘s digital practice which was barely on the map when Michael Hayes, exec VP managing director of digital, arrived four years ago. "Now we‘re one of the largest and fastest-growing digital shops in the U.S.," he said.

Bayer, which has partnered with Initiative for just about a decade, has significantly increased the agency‘s role over the years. Initiative began handling Bayer‘s media buying in 2000, when it acquired Botway Group, the company‘s longtime agency. Initiative was awarded the planning side of the business in 2007 after a review, and as recently as last month Bayer awarded all of its digital business to Initiative, which beat out WPP‘s Beyond Interactive, the incumbent, in a competitive pitch.

MUMBAI: Reliance Communications, India?s first operator to offer nationwide CDMA and GSM mobile services, today announced adding a record 3.38 million new customers during February 2009, on its next-generation wireless network. For the second consecutive month, Reliance Mobile has emerged as India?s largest and most preferred telecom operator in terms of new subscriber additions. Reliance Communications had announced the commercial launch of its nationwide GSM services in January 2009.

?The true barometer to gauge superiority of a product / service is customer receptiveness and response. We are glad to experience such an overwhelming response from millions of customers that has resulted in Reliance Mobile emerging as the largest selling mobile telephony brand in the country?, said Mr. S.P. Shukla, President ? Wireless Business, Reliance Communications. ?The continued acceleration in growth momentum makes us confident of further enhancing our leadership position and consistently emerge as India?s most preferred mobile service provider in the months to come?,he added.

Reliance Communications wireless network provides fully-Digital Voice and High Speed Data Services across 20,000 towns and 6 lakh villages across the country, covering over 95% of Indian population.

MUMBAI: Indian-American college student ANOOP DESAI has become a fan favorite in the latest season of American Idol. Websites devoted to the 22-year-old have sprung up and his fan base continues to grow each week.

The singer first came to the public?s attention when he auditioned for Idol in Kansas City. After delivering a pitch-perfect version of the Boys II Men ballad, ?Thank You?, judge Randy Jackson nicknamed the singer ?Anoop Dog?, a tag that has been embraced by fans.

Supporters have set up websites devoted to the singer, including one selling Anoop-related merchandise. At www.cafepress.com/noopdog, followers can buy t-shirts and buttons bearing the slogans ?Anoopdog Millionaire?, ?Yes We Anoop? and ?Noop Dog?.

Another fan has posted a tribute to the singer on YouTube. The two-minute clip (http://www.youtube.com/watch?v=es5EDO0G0hc) parodies the trailer for the Oscar-winning Slumdog Millionaire and incorporates scenes from American Idol.

Anoop Desai is only the second Indian-American singer to ever advance into American Idol?s Top 12. Season six contestant Sanjaya Malakar became one of the most talked-about singers in Idol history when he outlasted early favorites and finished in seventh place. In January, Sanjaya released an EP and autobiography, both of which share the title, Dancing to the Music in My Head.

Throughout the competition Anoop has constantly dodged elimination. Selected as one of Idol?s 36 finalists, he initially failed to

advance into the Top 12. However, the judges saw his potential and gave him a second chance to prove himself in the Wild Card Round.

After American Idol judge Simon Cowell announced that Matt Giraud was the last singer to qualify for the Top 12, it looked like Anoop?s Idol journey was finally over. In a surprise twist, though, Anoop was given a last-minute reprieve when Simon Cowell announced that for the first time ever, Idol would have a Top 13.

?It was like having all your dreams dashed and then, 10 seconds later, they?re alive again,? Anoop told reporters. ?It was definitely a genuine shock for me. Even though I happen to be the last one chosen, I?m just glad that I?m still here.?

An only child, Anoop grew up in Chapel Hill, North Carolina, with his father, a software designer, and mother, a biochemist. His father was born in India and his mother, also of Indian descent, emigrated from South Africa. Currently a student of cultural anthropology at University of North Carolina, Anoop was awarded a four-year academic scholarship.

Going forward, Anoop hopes to show his vocal range. ?I don?t want to typecast myself. I?m a contemporary R&B singer, but I?m not going to limit myself to those types of songs. I want to think of myself as an artist.?

Now in its eighth season, American Idol continues to top the ratings. The Jan 14 premiere episode on STAR WORLD attracted over 2.5 million viewers across Asia. In the Philippines, STAR WORLD dominates with both its ?live? Idol telecast and the primetime encores, making STAR WORLD the No.1 General Entertainment Cable channel across both timeslots.

MUMBAI: B4U Music, the U.K?s number one Asian Channel, has been entertaining visitors in Old Spitalfields Market for the six day festival East Music B4U. Since last Thursday 5th March, B4U Music presenters have been kick starting the lunch time extravaganza which has featured the finest artists from the UK Asian music scene performing right in the heart of East London.

The East Festival, which is organised by the mayor of London aims to embrace the culture of East London and it is East Music B4U that seeks to embrace the multicultural diversity of the area. B4U MUSIC, the number one Asian music channel has received an exceptionally great reception from those who have attended the festival so far. There have been a large number of visitors who have all come together to celebrate, embrace, enjoy the sounds and experience the culture of Asian music. So far there have been interactive performances by A.G Dolla, whose music touch on controversial issues surrounding UK Asians in a light-hearted manner, Shekie N Sham, Jas Dhami, Mumzy and Mona Singh as well as breathtaking dance routines.

The vibrant and enthusiastic crowd resembled the very thing the festival seeks to commemorate ? diversity and multiculturalism. All performances involved audience interaction, allowing everyone to participate fully and creating an extremely exhilarating atmosphere.

The final two days of the East Music B4U festival will bring further entertainment to all visitors with performances by Tasha Tah and Navin Kundra. B4U MUSIC, who is filming the event, will allow all visitors the opportunity to witness the immense amount of Asian talent in the U.K and dance away to the sounds of Bollywood in a vibrant and cultured location.

Kevin Rego (Head of Sales and Marketing for B4U Music) states ?B4U Music are thrilled with the turnout of the East Music B4U, it has been an honour to be able to expose the Asian music culture to such a wide audience. It has been great to see such a diverse crowd, who are extremely energetic and receptive. We guarantee the final two days will continue to bring further excitement and we look forward to broadcasting the event on B4U MUSIC.?

MUMBAI: Zee TV is proud to present its latest offering ?Agle Janam Mohe Bitiya Hi Kijo?, which is the story of seventeen year old Laali?s optimism about life and her courage and compassion when it comes to rescuing her family from the throes of hunger and abject poverty. The lead role of the girl who embodies all these virtues and is strong enough to protect her family and loved ones is a relatively fresh face Ratan Rajput. The show produced by Swastik Pictures premieres on 16th March, every Mon-Thurs at 9.30pm only on Zee TV.

The term poverty is a relative concept. Even after more than 50 years of Independence, India still has the world‘s largest number of poor people in a single country. In a small town in Bihar is a minority Dalit race called the ?Musahar? who by profession are rat killers and which is their only means of survival. To this race belongs a family of six that forms the subject of this new show.

Speaking on the launch, COO of ZEEL and Business Head of Zee TV Mr. Nitin Vaidya said, ?We have always been known as the pioneers in Hindi Entertainment on the small screen. Take our shows like Sa Re Ga Ma Pa, Lux Dance India Dance, Choti Bahu?all are distinct subjects. We have always led the way with topics that have touched the viewer?s hearts. The show will highlight that part of India which has never been brought-up so strongly on any of the GECs. For the shoot we decided to use a natural location so that everyone could be in their characters at all times. The location is Godewadi, near Wai where we have erected a 100 people village for the sole purpose of the shoot.?

Adding further he said, ?It is a story of a girl, her pride in being a woman and her fight against poverty. We are going to create the characters from the artists and have some names that I am sure will hold the story like Aditya Lakhia (Kachra of Lagaan), Tuhina Vora, Anupam Shyam, to name a few.?

On one hand where the show talks about poverty, on the other it also highlights the fact that in this male dominated society, a woman has not lost her identity and has the ability to overcome barriers. Our lead protagonist, Laali, sets an example by supporting her father to run the family. The show shatters the age old myth about women being looked down upon in Indian society and at the same time brings to viewers ?another? India where people have to fight hard to house one square meal a day.