‘Thrill is a primal emotion for humans’ – MA Parthasarathy, Chief Client Officer, Mindshare

18 Nov,2012

MA Parthasarathy, Chief Client Officer, Mindshare is a fan of murder mysteries as well as extreme sports. In this conversation with Ritu Midha of MxM India, he talks about thrill being the primal emotion and more…


What has been the most pulse racing experience of your life?

Flying in a microlight aircraft over the temples & lakes of Chiang Mai. The puny nature of the craft, and my legs dangling above 3000 feet of pure air was exhilarating.


Do you remember being part of a thrilling escapade as a child? What would that be?
Earliest memory is a trek near Ooty as part of a scout camp when I was in the 6th standard. I lost my footing and rolled down a steep slope till my descent was stopped by a tree.


Which of the extreme sports makes you sit on the edge? Or is it murder mysteries?
While I am a huge fan of murder mysteries, the beauty about extreme sports is that you believe you could do some of it yourself. I love watching Motocross, BMX biking and hang gliding.


As a professional what has been the most exciting moment of your professional life so far?
Too many to pick any one out.


In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?
I think thrill is a primal emotion for humans. It triggers the fight/flight response straight from the lizard brain. Which is perhaps why the level of engagement is higher.


Do you believe that in today’s generation even females are getting more adventurous?

I think they were always as adventurous. But today’s generation just has more opportunities and fewer restrictions. My sister has already bungee-jumped while I don’t believe I ever will.


What are the key entertainment sources for men in India?

Depends largely on the socio-economic strata and income. But the unifier is sport (especially cricket) and reality TV.


Do you believe that a much larger base would view action TV, if it is in Hindi?
Yes. The popularity of English action movies dubbed in Hindi is a pointer in this direction. However, the choice of programs is important. For instance, I feel doing a version of “Wipeout” in Hindi was pointless, as the show does not depend on language, dialogues or local context.


Would Hindi Action TV be viewed by lower SECs?
Given that these would be largely single-TV households without internet penetration, the viewing may be less as it would be more skewed to family-oriented programming.


Lastly, what is your definition of thrill?
Anything that makes your heart beat faster, makes you hold your breath and makes you remember it for a long time to come.


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