MSM strengthens Sony team with four top-level hires

MUMBAI: In an attempt to strengthen its team and galvanise renewed energy into its flagship channel Sony Entertainment Television (SET), Multi Screen Media (MSM) has made four top level appointments.


The company has appointed Danish Khan as EVP & business head for Sony Entertainment Television. He steps into the shoes of erstwhile business head Nachiket Pantvaidya. Khan was previously programming head at Star Plus.


Additionally, as a part of Khan's core team, the company has made three new appointments. Anup Vishwanathan has been named as SVP and head marketing, Anshuman Sinha has come on board as SVP and senior creative director, whereas Ritesh Modi has been appointed as VP and creative director. The trio alongside Khan will be working with a battery of seasoned professionals at MSM. 


As the man at the helm for SET, Khan will be driving the overall business of the channel including its objectives of channel growth, viewership and developing innovative revenue opportunities. Khan has earlier spent ten years in MSM in various marketing roles.


In his new role, Vishwanathan will be working closely with Khan to amplify and support efforts towards the growth of SET and to substantiate the brand equity for the channel, primarily with its viewership base. 


During the course of his work across various advertising agencies such as Leo Burnett, Mudra Communications and McCann Erickson, Vishwanathan has earlier serviced the SET portfolio from the agency side, for six years. He moves from Times Network where he was marketing head of the English Movie cluster.


On the other hand, Sinha comes to MSM with 17 years of work experience. His forte lies in synergising consumer sentiment with progressive content. Sinha will join forces with Modi in charting a new creative course for SET. Modi, who has 18 years of working life behind him, specialises in non-fiction reality show formats and has a deep understanding of regional markets.


MSM chief executive officer NP Singh said, “Given rising industry competitiveness coupled with a steady surge of growing audience expectations, innovation has become the key to success and growth. It is imperative that consumer insights dictate a channel’s look and feel as well as programming.”


“The new team is not only seasoned and versatile but also willing to go the extra mile to ensure that consumer choice becomes the key to new offerings from SET - the flagship channel of MSM. This new team is committed to writing the next chapter of our growth story and they have my full support,” he added.

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