Rahul Walia, a thoroughbred media professional at work and a South Asian American at heart, is a cornerstone figure in the South Asian advertising industry in America. Credited with launching several media institutions, Walia founded the SOUTH ASIAN SPELLING BEE contest to provide the South Asian community with a platform where children could compete amongst their own peer group. The broadcast rights were licensed to SONY ENTERTAINMENT TELEVISION and the contest is now held annually in 12 cities across the US with MetLife serving as Title sponsor. He also serves as the Executive producer on the show which is telecast in over 120 countries. The Bee has been featured in the Wall Street journal, The Dallas Morning News, on the BBC and on NPR radio.