‘Thrill is being in a life-challenging situation’ – Meenakshi Mediratta, Senior Director – Digital, Mindshare

18 Nov,2012

Meenakshi Mediratta, Senior Director – Digital, Mindshare does not find snorkeling and para-gliding exciting, and plans to try some more pulse-raising extreme sports.  Thrilling experiences have been an integral part of her life since childhood. Here she is in conversation with Ritu Midha of MXM India.


What has been the your most pulse racing experience so far?

Have tried a few outdoor sports like zip-lining, snorkeling, para-gliding, but nothing has been a pulse racing experience as yet. Maybe need to try bungee jumping or skydiving to define pulse racing.


Do you remember being part of a thrilling escapade as a child? What would that be?

Yes and many. Something like going to a nearby hills (closer to grandparent’s house) to get lost and then find your way back with a bunch of kids.


Which of the extreme sports makes you sit on the edge? Or is it murder mysteries?



What has been the most exciting moment of your professional life so far?

If professional achievements or awards can be counted then there have been a few events.


In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?

Thrill and suspense gives an adrenalin rush – and hence people view content with more involvement.


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

Yes, because they have enough exposure to try out adventure – firsthand.


What are the key entertainment sources for men in India?

Watching sports on television.


Do you believe that a much larger base would view action TV, if it is in Hindi?

Maybe, not too sure.


Would Hindi Action TV be viewed by lower SECs?

It could be views by lower SECs also, but if the production is slick then higher SECs can’t escape/resist it.


Lastly, what is your definition of thrill?

Being in a situation (sport) that can be life challenging.


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