Baskar says, “In 2008, we decided we need a new venture which must be disruptive, in a big market business and should be available in India. We zeroed in on media as we were complete outsiders. We were looking at the absence of targeted advertising options for TV. We have now involved into the nation’s largest TV advertising company, from the perspective of geo-targeted business.” On the business interest in TN, Baskar says, “We have worked with a lot of SMEs in TN, which are first time media buyers. They also do not have quality data from a media planning perspective. As they hail from small towns, they do not have access to organised media agencies. It seemed like an opportunity for us last year to start our online media planning and buying system, for television ad spots – Amagi MIX.