Zee Telefilms group broadcasting CEO Sandeep Goyal is moving like quicksilver, at least as far as hiring of senior skilled professionals is concerned. Last week, he brought ex-Sony and MAK TV senior TV professional Prashant Sanwal on board to head the Alpha bouquet.

And 17 June saw the announcement of the hiring of media professional Apurva Purohit as president (business) of Zee TV, the flagship channel of the Zee Network. She is slated to take charge on 15 July and will be based at the Zee TV Chintamani Plaza Andheri (East) office in Mumbai. Purohit will be reporting to Goyal and will also have the responsibility of further consolidating the channel's presence in international markets.

Purohit, a media director with FCB Ulka's media unit Lodestar, put in her papers today. At Lodestar, she oversaw clients like Whirlpool, Amul, Tata Indica amongst others and was responsible for the Mumbai, Calcutta and Bangalore, operations of the agency.

"She's a very bright professional with lots of ideas," says Lodestar executive director Shashi Sinha. "She is very, very good with numbers. And this a big break for her. "

A management graduate from IIM Bangalore, Purohit has been in the advertising and media business for 15 years. Starting with client servicing, she crossed over to media planning in the mid-90's.

"Apurva brings to our team a fine balance of media science, media interpretation and media innovation. She is a very fine-honed professional and we are sure she will contribute significantly to enhancing the franchise of Zee TV," Sandeep Goyal was quoted as saying in a media release