Baba Uppal, Endemol USA
Baba Uppal currently serves as Director of Digital Media for Endemol USA, the North American division of the largest global independent television production company in the world behind reality and game show blockbusters including: Big Brother, Extreme Makeover: Home Edition, Wipeout, Deal or No Deal and Fear Factor. Endemol USA’s recently launched social and mobile entertainment division produces consumer-facing, revenue generating digital products based on Endemol USA’s TV shows as well as original properties. Baba develops strategic partnerships, evaluates license opportunities and co-manages a development fund that invests in original digital content, primarily games and apps for Facebook, iOS and Android platforms. He is also responsible for overseeing interactive text-to-vote (SMS), 2nd screen and live play-along games for the company’s TV programming.
Baba’s responsibilities include business development, contract negotiation, brand strategy, project management, creative conceptualization, marketing/PR oversight, as well as the development of partnerships with an eye toward distribution opportunities and affiliate traffic deals. He also manages Facebook fan page and Twitter outreach programs to support the division’s initiatives.
Since joining Endemol USA in 2010, Baba has overseen the launch of the following released titles: Facebook games Extreme Makeover: Home Edition, Deal or No Deal, 1 vs. 100, Kobe’s Basketball Academy, and Bingo Glam, as well as US vs THEM, a location based mobile game for iPhone, XARM F.U., a console quality extreme arm wrestling mobile game, and O Story Story, a co-branded series of kids interactive picture books with Parenting Magazine for iPad and other tablet devices. Each product exploits either a premium, adsupported, or freemium monetization business model.
Baba comes from a background of management/strategy consulting and finance. He began his career with PricewaterhouseCoopers, and has also worked in real estate finance, originating commercial mortgages for CWCapital. Prior to joining Endemol USA, Baba worked as an independent consultant for startup and entertainment clients, including ICON Aircraft and A&E Television Networks.
Baba has an MBA from the University of Southern California, Marshall School of Business, and a Bachelor’s degree from Washington University in St. Louis.