MUMBAI: TV search and EPG (Electronic Program Guide) technology company What‘s-on-India on Wednesday appointed Sugato Banerji as its chief operating officer. Banerji comes in from Airtel DTH & Media where he held the position of CMO.

At What‘s-on-India he will lead the company‘s growth strategy in the TV search, EPG and recommendations space and consolidate key partner and client relationships. Under him, What‘s-On will also look at expanding into newer international markets just as the company set up What‘s-On-Arabia in the Middle East in 2012.

Sugato Banerji‘s move from a large corporate set-up to the new, racy, disruptive world of start-ups comes in as What‘s-On-India rapidly expands into international markets as well as launches new solutions in the domestic TV sector, in the wake of the ongoing government efforts to digitise cable.

What‘s-on-India CEO and founder Atul Phadnis said, "What‘s-On-India is at an exciting crossroads of TV Search and new TV devices in an increasingly digitalising television sector. Sugato brings in tremendous experience in the TV and media business that would be extremely valuable as What‘s-On-India charts a new, growth and expansion agenda in the coming months."

Banerji said, "I am excited to join What‘s-On-India at the cusp of a transformation of the TV industry into digital. Digital TV would mean more programs, more channels, increase in regional and local content, greater diversity of set-top-boxes, recorder devices, increased viewing of TV on wireless devices, leading to an explosion in the demand for sophisticated TV search, recommendations and personalisation. What‘s-On-India with its suite of new products is perfectly poised to ride this digital wave, from both ends -- the broadcaster & distributor."

What‘s-On-India raised funds in Series B funding round with Intel, Nexus VP and Sequoia Capital in September 2011 and later acquired TV STREET MAPS, a TV channel distribution monitoring company in December 2011. The company also launched a series of TV search and preview apps on Android, iPad, iPhones, Windows Mobile and other platforms. The most recent announcement was that of an expansion in the Middle East via an acquisition in Jordan.