chennai baskar subramanian k a srinivasan and srividhya srinivasan worked together for three years at texas instruments soon after graduating in computer science in 1999 they founded a bluetooth audio solutions firm called impulsesoft which they sold to usbased sirf technologies seven years later for 15 million they worked at sirf for two years and then founded amagi media labs a bengalurubased firm that enables tv networks to create a complete broadcast workflow on the cloud and allows advertisers to target audiences at a regional level subramanian shares his experiences with stoiwe see businesses with multiple cofounders often fall apart this is your second company with the same partners how do you stay together how has the second venture been differentmy first ever partners were also my cofounders they were with me through university my first job my first venture and the second amagi i believe in the power of partnership and it has only gotten more obvious through the years after our first venture while discussing different business models about the second i never thought of starting it with somebody else it was sort of an unwritten pact we had somewhere our ideologies are the same all of us are techies from middle class backgrounds hardworking and dont believe in taking short cutstheres a world of difference between our first venture and the second we were 24 years old when we started the first and we did it because we were excited with amagi it was a more calculated call we wanted to build a scalable long term venture and tackled it with a lot more maturityin a sector that is changing so rapidly how do you keep yourself and your employees motivated to constantly stay updated and continue to innovateamagi in the sumerian language means freedom freedom to imagine innovate and excel it is in our dna to keep innovating as they say the only constant is change we will cease to exist if we dont innovate we were outsiders to the media industry who disrupted the whole value chain in india and continue with it even after a decade because of our ability to keep innovating we including us founders do not have cubicles we have open workspaces no fancy titles no ceo or md each amagian is driven by responsibility and not authority there are no designations even on our visiting cards at amagi we believe in a flat structure physically and figuratively there are fewer bosses to answer to which means we are nurturing ownership and accountability at all levels also more than 30 of the funding we get is directed towards rd we are disruptive day in day out in everything we doto what extent have you tapped international markets how different is it from the indian markettraditionally managed service providers have archaic systems and their lack of innovation is limiting the possibilities for tv networks they are labourintensive large physical operations and from the perspective of tv networks opaque