is a journalist's delight. That's because the chairman and chief executive officer of Fact Based Communications (FBC) knows exactly what journalists are looking for. That's no surprise "� Friedman spent more than 20 years working in the banking bureau of the London-based "Financial Times" where he did investigative and financial reporting.
In 1998, he founded FBC. Says Friedman: "FBC is a leading proponent of strategic communication and is the second largest communicator for tourism."
The company has worked with clients like Microsoft, Visa, Nokia, Oracle and Unilever and helped them achieve success in target-based communications.
FBC along with Italian state broadcaster RAI and the "International Herald Tribune" launched IHT-TV "� a portfolio of business programmes that are watched in 102 countries and offered by at least 52 airlines worldwide.
The other two important markets for the UK-headquartered company are Italy and India.
According to Friedman, the decision to set shop in India has been prompted by both personal and professional reasons. The fact that he collects Ganesha idols did not influence his decision.
"In the last one year, I have been to India at least 15 times and the buzz is energising," he explains.
He has kept abreast of the reports on India which is rated as the most promising destination in the world. He sees India as an emerging market not only for businesses but for entertainment as well. That's why he has set up FBC India, which will produce localised television programmes in line with international standards.
He has already provided a programme called "Lakme Fashion House" that is currently on air on Star One. Also in the pipeline are three more reality shows for different Indian broadcasters.
Points out Friedman: "There are three phases in a reality television scenario. First where shows are mostly talent based. The second phase starts when makeovers begin to rule. The third is more bizarre, like a show that asks the public to choose its local MP or even the priest of a church!" India is in stage one, according to Friedman.
Journalists are notoriously bad businessmen. How has he survived as a CEO? "Simple," he says.
"I avoid the follies that many CEOs and CFOs make while heading an organisation "� delegate, do not micro manage." He juggles his professional life with being a global economics columnist for "The Wall Street Journal Europe," a commentator on CNBC Europe and a leading presenter on Italian television.
So how does he want to be remembered as? "As a creative human being who has given back something good to society," replies he.
