MUMBAI: Tam India's AdEx Services director Devendra Deshpande has joined Media e2e as chief marketing officer.

Media e2e is a product placement valuation company floated by Atul Phadnis.

Deshpande will spearhead the marketing of the joint service being rolled out by iTVX and Media e2e in India, Pakistan and Sri Lanka. The joint service will turn Media e2e into South Asia's first placement valuation company and will launch on 15 February.

"Deven's coming on board is very vital for the success of the iTVX – Media e2e joint venture. One of his first tasks post joining in would be putting a marketing team together as well as an orientation program in the US," said Media e2e managing partner Julie Petersen.

"While we have already launched a broadcast business marketing and planning application called Biz-Maps for TV stations, our second launch this month will revolutionise the way advertisers and media planners put a value on brand placements within films and television," said Phadnis.

Biz-Maps was launched by Media e2e in collaboration with New Jersey based Vistaar Systems Inc.