shan Raina, is excited about his new venture, OOH Media that deals in out of home (OOH) television. Raina, a 25-year veteran in advertising, who is identified with ad agency Euro RSCG which he set up in India, has tied up with Focus Media, a Chinese company that is a leader in OOH TV. The venture is funded by private equity player 3i. So what is it all about?

It was in August last year that Raina, who was considering getting into new media, zeroed in on OOH TV after weighing options like mobile television. He also made a trip to China and studied the market, comparing it with India. He worked with 3i (he is an 'entrepreneur in residence' with 3i) and worked out the business proposals. Why did Raina go for this option?... more