Rajit Desai : Brand Manager - SET India


Name: Rajit Desai

Designation: Brand Manager - SET India

Sun Sign: Aquarius, 3 February 1975

Educational Experience

Masters in Management Studies (NMIMS, 1997)

B.Sc. - Stats (St. Xavier's College, Ahmedabad 1995)

Professional Experience

Total six years - I've been working with Sony Entertainment Television since the last three years. Prior to that I was with Hindustan Thompson Associates , Mumbai for three years.

Job Profile

Responsible for driving viewership for a portfolio of programmes and driving advertiser initiatives (contests, fillers, value-adds) on the channel.

Television as career choice

I believe television is a highly dynamic industry, and poised for explosive growth in the future. I don't think any other industry offers as challenging opportunities as television today.

Current Television scenario: A lot will depend on how the roll-out of CAS happens. Like in any industry, only two-three major general entertainment players will survive. The others shall have to look for niches. Even niche channels that provide cutting edge content in their area of specialization will thrive - provided that niche is desirable from an advertiser's point of view.

Right and wrong about current television scenario

The industry is still evolving, and it is a great time for a newcomer to step in. The evolution is truly a professional one, and that may take time. The good thing is that there are people in it who can make it happen.

Five years from now

I believe in living for the present. Not to dream too much.


Quizzing, Cricket, Football, Movies.

Idea of enjoyment

A high intensity cricket / football match spent over galloons of beer, with my fiancée and friends for company.

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