By Pradyuman Maheshwari
The photograph doing the rounds of brothers Samir and Vineet Jain signing on the dotted line on the terms of dividing the vast media empire had three gentlemen in the background. One of them was a silver-haired bespectacled gentlemen with his wrists bearing a near-new red holy thread who is, as they say, is Samir Jain’s blue-eyed boy.
Boy, well, a 55-year-old one. Delhiwallah, from Vijayawada in Andhra Pradesh. Non-MBA, but a Chartered and Cost Accountant, he joined Bennett, Coleman and Company Ltd (BCCL) in 1990 as a Management Trainee – an Assistant Manager in the accounts department, to be precise. Spiritually inclined, he’s an early riser and loves the run. Even at Cannes in France, where is attending an international advertising festival, he was spotted in his running shoes. Proof: Check his Facebook page.
His credo, as per a LinkedIn post: “There are no right or wrong decisions in life. Any decision taken in compliance to one’s own values is the right decision. Be reliable and invest in yourself because success is the by- product of the well-being of body, mind, and soul.”
We’re referring to Sivakumar Sundaram, the newly appointed Chief Executive Officer – Publishing. This is after being Chairman of the Executive Committee of Bennett Coleman & Company (BCCL) and a member of the BCCL Board as Executive Director. May appear to be comedown but CEO – Publishing is of course a key executive role, and he naturally becomes decidedly the most powerful professional in print and digital news in the country.
As per his profile on LinkedIn (LI), Siva, as he is known in the fraternity, has worked across various corporate functions including finance, taxation, M&A, group strategy and innovation, response (BCCL’s sales department) and Brand Capital, the group’s ads-against-equity investment arm.
Reads the LI note: “During this period, he has been closely involved in the setting up of every new business of the group – from Times Internet to radio to TV and partnerships/joint ventures with international media houses,” and it continues: “In his immediate prior role, Siva was President – Revenue, responsible for leading response and Brand Capital, which generated nearly 85 percent of BCCL’s revenues. He was instrumental in setting up Brand Capital in 2005, a significant innovation in the global media industry, which now has assets under management of nearly US$ 2 billion and an ecosystem of 800-plus clients. The 1800-plus sales team of Response manages relationships with over 50,000 advertisers in India and abroad.”
An article in a CA journal notes Sundaram last made his CV in 1994. No-brainer that. He had no reason to. He is Vice-Chairman Samir Jain’s eyes and ears in the organisation. And more.
Sundaram runs marathons, not just a jog around Lodhi Garden or Shivaji Park. Which needs careful planning, long-term thinking and strong execution. And most importantly: Ironman-like endurance.
Which Jain (VC, as he’s called) knows Siva has in plenty.
Hence: the decision to appoint him as incharge of the publishing business was natural.
Sundaram though has quite a job ahead of him. At first a shrinking readership, and circulation numbers. The post-1990-born prefers tracking news via notifications, Instagram reels or at most Twitter. Newspaper these days are used more to line cupboard shelves or ripen papayas and mangoes.
There is a fair amount of mediocrity that has set in and circulation numbers have fallen. The numbers for even Tier-2 cities like Pune where the edition was very strong have gone south. In Goa, the edition is a distant #3. Overall, while the advertising revenues are bright enough for company seniors to go to Cannes, the buzz that the paper once had has diminished.
And if there’s anyone to blame for this, it’s the leadership at many levels.
Sundaram knows that. Since he is a numbers person, he knows that they tell a story like a few other things can. He knows where there exists a wastage. And what needs to be propped up.
Remember, an accounts job can also entail creative thinking.
The road ahead could be like one of those potholed roads of Mumbai after that first major downpour.
We spoke with at least a dozen former and current Times of India staffers to get a view on Sundaram’s ascent. And the tasks ahead of him. While most of them spoke with us off the record, there was only one person we spoke with who was willing to be quoted.
Said Jaisurya Das (JD), a senior industry person, advisor and commentator (also a former MxMIndia columnist): “Sivakumar does have a tough mile to walk and I do hope he will as always start with a due diligence of the core departments. This may just be what will make the difference!”
But we are being naughty. We’ve used a quote from JD to suit our story.
This is what Das said before: “To be honest, I think this was long overdue and am truly happy to see these changes! The true ‘stars’ all figure in these movements and each one of them are the kind who can do immense justice to their new roles. For me, a clear indication of Samir Jain in the saddle.”
And he continued: “As for Sivakumar as the CEO, it comes as no surprise since there really is no one better. He is an astute professional whose razor-sharp financial acumen, inclusive management style and unquestionable loyalty to purpose is well-established in the industry, be it BCCL or beyond. And yes, contrary to what anyone may assume, I do not curry favour. This is what it is and no one can refute it, no matter what they think.”
Das knows BCCL like few others. As not only has he worked in key functions, his brothers Monu (MD Nalapat) and Chinnen have been BCCL veterans.
As Sivakumar Sundaram returns to India from Southern France, he will certainly set things in motion. Some changes in the top deck have been effected. Some more are likely to happen. Some souls who have been under-performing or misbehaving will see the wrath of Siva’s Third Eye.
Watch this space. The times, as they say, are surely a-changin’