PIP: In 1972, Dr. Bhaskar Rao 1st worked for Operations Research Group (ORG), a market research agency. He resigned as its President in December 1991 after it was sold to Business India. He was able to life ORG from just an audit organization to an organization that could conduct analyses and formulate strategies, and that was doing well financially. He was not willing to let this well-respected, independent, professional, and nonprofit group be viewed as part of a for-profit magazine company, however. After finishing his undergraduate education, he became involved in the social service organization directed by Nehru. In 1962, he worked full time for its mass awareness group and then worked to combat rumors during the India-China war. In 1963, he worked with farmers to educate them on how to use fertilizers to increase yield. This experience brought him a scholarship to study social science at Kansas State University in 1967. In the US, he took a course at Martin Luther King's School for Social Change to further his political interests. He received a Ph.D. in mass communications from the University of Iowa then returned to India. In 1970, he worked for the Ford Foundation as a consultant to the Ministry of Health and Family Planning which wanted to survey 25,000 people to learn their perceptions of family planning. He dealt with ORG. The owner convinced him to leave the Ford Foundation and work for ORG where he worked on the family planning survey and the national readership survey. In 1973, he challenged remarks made by the minister of information and broadcast during a public speech. Impressed, the minister offered him an evaluation advisor position. In 1977, however, he left and returned to ORG where he became widely known as a media analyst. In 1983, he became vice president of ORG and president in 1985.