Athreya will work closely with TENA's programming and original production teams across Asia Pacific to acquire and develop original content for Turner's kids' channels in the region.

In his new role, Athreya will spearhead strategic relationships with various content providers to maximise those partnerships in securing the best content possible.

Athreya returns to Turner after a break of two years to television from radio. During that period, he was responsible for the strategic vision, brand marketing and content of their five stations across India.

"His insight and knack for understanding what audiences want, will further strengthen the existing programming department. He is the perfect candidate to help take our businesses to the next level in what is an increasingly competitive TV landscape," said TENA executive director - programming Mark Eyers.

In his previous role at Turner, Athreya was Cartoon Network senior programming manager India and South Asia. During that stint, he was responsible for the development of Cartoon Network's programming strategy, which included commissioning, acquiring and scheduling for the channel in India and South Asia.

Turner Broadcasting System, a Time Warner company, is a major producer of news and entertainment products around the world.