Dear MxM by Jaisurya Das: How stable will Arnab Goswami’s company be?

20 Apr,2017

By Jaisurya Das


Ladies and Gentleman, Welcome back to this edition of Dear MxM, India’s largest online sounding board for the fraternity…

With mercury rising to a blistering 42 degrees celsius in my city of Pune, the only thing I have on mind is a cold shower and ideally six times a day. And yes, a good glass of beer at the end of work is also a sound objective that I work towards this season. 

Media is seeing its share of heroics, semantics and rhetoric that is typical of the ensuing news war on Indian Television and this promises to be delightful for all of us in the industry. 

So while we take stock of what has happened in the past 24 hours on this subject, you can have a go at this week interesting bouquet of concerns from our readers at Chennai, Bengaluru and Mumbai. 


Sir, A colleague of mine suffers from severe body odour and bad breath. While we have been able to fix the breath by organising a medical check-up thanks to a large toothpaste company, but how do we tell her about her BO. The thing is she very good at her work, and is indispensable to the team, but it’s a struggle to be in the same enclosure as her in the summer.

Ufff! This is tough and so very sensitive but it needs to be tackled in the greater interest of people around. One way would be to have a good friend of your colleague speak to her about it.

This is normally the best way to be diplomatic with such an issue. If that doesn’t work then a few e-mails about this condition and details on how it can tackled is the way to go.


Yes, that is the in-your-face method but if you are left with no option, then resort to providing information ! In the interim you could use a good room freshener!

I have recently been offered a job via my campus placement with the outdoor division of a leading advertising agency. I have heard that outdoor is all about hustling and operations, not much of creativity. Though I think, you’ve got to be very creative to catch the eye of a motorist or even a pedestrian. Should I take up the offer or look at opting out and going to a regular creative agency?

Am not too sure which side of the business you are targeting to be able to give you a defined view on this but for now, am assuming it to be creative.

The outdoor business is a different ballgame, though from a creative perspective it’s pretty much as good or bad as any other medium. It does call for innovative thinking especially with clients who are ready to stretch the rupee beyond traditional hoarding flexes.

Hence, it’s important to be at the right outdoor agency and work with good clients with largish budgets that will allow for innovative thinking.

All the best !


I know you have answered this question earlier. I was always very influenced by Mr ArnabGoswami and his aggressive brand of journalism. I am 24, and identify with his brand of aggressive news anchoring. But I am worried about how stable the company is since it’s not a traditional media ownership. What do you feel, Sir?

Indeed he is a fine journalist and exceedingly aggressive as you rightly said, but running his own company will be a different ballgame.

I can’t really comment on the stability of his new firm or any new baby on the media horizon for that matter, since it’s all finally how the audience reacts.

I would think, the first few weeks post launch would be the most critical from a content perspective. He will have to have a solid bunch of stories in the first few days to get those eye-balls.  If he misses the initial phase, it’s going to be really tough to gain any loyal readership

However, to answer your question, let me assure you that this firm or any other firm is as good or bad as the other in the current patch that media is going through. Revenues are getting hit by the day and costs spiralling too so all firms are on a tough wicket.

Stability is a thing of the past, and if that is what you seek, I suggest you look outside media !


On this note of unstable stability, may I now take leave for you, till we meet again. Take good care of yourselves, be good and enjoy the summer! Sayonara and God Bless!


Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India and Co-Founder of For more on his work visit The views expressed in this column are his own.


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