Prior to his current assignment at B4U, Mazgaokar has been working with ESPN Star, says a company release. His portfolio also includes a stint with Turner International, where he worked on channels like Cartoon Network and HBO.

Besides the change in the positions at sales operation, the channel has been in the process of introducing various new programming ideas on-air and a host of off-air activities.

According to Mazgaonkar, "I look forward to this assignment as an opportunity to bring to B4U a whole new approach in terms of sales strategy and execution, which would be in tune with the market expectations from the brand. I have had the good fortune to work with some of the best media brands and teams in the business, and I intend to bring all those learnings to this assignment to create a difference."

Says B4U vice president Ravi Nair, "Mazgaonkar brings a wealth of industry experience to B4U, which will prove invaluable. He is an experienced individual who understands the business and the people, and I am pleased to welcome Mazgaonkar as the head of the all-India sales team at B4U."