Uma daCunha has been active in the world of media and entertainment for over 30 years now -- from the time she moved from Delhi to Mumbai to join Lintas as a copywriter. But she gave that up after her marriage to ad-Guru Gerson daCunha. "My heart was never really in advertising." It was in movies and her next career move -- as a casting director -- suited her just fine. "I was a movie buff so my new career was great. It also meant that I could work from home which was better for me as well." The flexi-time also allowed Uma to develop in other areas. Today, she is arguably India's best representative at international film festivals and is the India correspondent for Variety. "Basically, I do any specialised activity that is involved with cinema." Like helping TNT with its promotions.

Adding to that job sheet is Film India WorldWide. Earlier this year, Uma turned publisher of a quarterly magazine that tells people what is going on in the world of films. "People usedto ring me up all the time and ask me what's going on in cinema. So, I thought of coming out with a magazine that tells people all that and more." Packed with information on film-making related to India from all over the world, her second issue profiles Tutu Sharma, the producer of Rockford and Ellora Patnaik of My Own Country fame. It also looks at films like Merchant-Ivory's Cotton Mary and Mahesh Mathai's Bhopal Express. Not available on newstands yet (though she hopes that will change by January 2000), Uma has more than a vested interest in the magazine. She is hoping that it will bring new talent to the fore. She has cast crew for a number of films -- ranging from Earth and Kama Sutra to Jane Campion's Only Smoke. The first film she cast for, however, was a big-budget Hollywood production Sea Wolves, which featured Roger Moore as well as desi actors Vijay Crishna and Farid Currim. "India is an excellent breeding ground for casting. We have a naturalaffinity for acting." And yet, she is quick to draw attention to the peculiar fact that struggling actors here find it really difficult to get a break. "Casting is not taken seriously in Hindi films. They never have a casting director and tend to cast within restricted groups." But that might change soon as Uma is currently helping Aamir Khan with picking out a few actors for his home production. Her first big budget Indian production.

In the past, Uma has worked with indie film-makers like Dev Benegal (English August) and Kaizad Gustaad (Bombay Boys). And she is hopeful that young directors like them will bring about a sea change in attitude. "Directors like Kaizad, Dev, Nagesh Kukunoor and Shekhar Kapur have the right attitude to casting." She also believes that these films will help the Indian actor gain international recognition. "Just as African American cinema has developed into its own genre, so will Indian cinema."

And Uma should know. She works with the London, Toronto and Chicagofilm festivals and over the years, has had many participants come up to her and ask about Mani Ratnam and Kamal Hassan. "It helps that there are a lot more Indians on TV like Kabir Bedi and Anjul Nigam (an LA-based actor who can be seen in serials like NYPD Blue and Murphy Brown). Then there is Om Puri who has done really well, particularly in Damien O'Donnell's East Is East." And if Uma is right, her latest project, Film India Worldwide, might just be the perfect vehicle to spread the word.