20 Sep 2017
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Viacom18 expands Namrata Tata’s role; Mandar Natekar moved to MTV Music Project

MUMBAI: Viacom18 has expanded English entertainment ad sales head Namrata Tata’s role to head of ad sales youth, music and English entertainment, while Mandar Natekar, who was earlier heading ad sales, youth and music, is being moved into a business role as the head of MTV Music Project.

Commenting on the new roles, Viacom18 COO Raj Nayak said, “With the recent consolidation of Hindi, youth, music and English entertainment clusters, Viacom18 is carving out an identity for itself in the ecosystem that cohesively speaks to adults, youth and millennials, and create opportunities that are multi-dimensional and multi-platform. Namrata and Mandar have been instrumental to the success of the youth, music and English entertainment genres, and as we look to dial up synergies and expand to capture white spaces within the genres, they are best suited to support Ferzad in further strengthening our influence in these genres.”

Under Mandar’s leadership, the MTV Music Project will nurture an ecosystem of new and established artists and create original music content.

Namrata, who has been associated with Viacom18 for the past six years and has been instrumental in growing the revenues of the English entertainment unit, will now oversee sales revenue for the consolidated cluster of youth, music and English entertainment.

Speaking about the role expansions, Viacom18 head, youth, music and English entertainment Ferzad Palia said, “In an increasingly dynamic environment, these genres need to look beyond traditional avenues to dial up growth. As a network, our leadership plays in the youth, music and English entertainment genres have set the ground for us to explore synergies within them to dial up revenues. Namrata, with her understanding of the genres particularly and broadcast as a whole, is well equipped to lead the charge for maximizing the revenue opportunities for these related business units. Mandar, with his nuanced understanding of the youth and music genre—both from content and revenue POVs, is best suited to lead the MTV Music Project, as we look to explore our latest business opportunity in this genre. I am confident that we can further dial up our plays across these wide set of brands and solutions in this space.”

Both Namrata Tata and Mandar Natekar will continue reporting to Ferzad Palia.