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Shalini Sethi is MTV India programming head

MUMBAI: MTV India has appointed Shalini Sethi as content and programming head while Keegan Pinto has joined as creative head. Both will report to MTV India EVP and business head Aditya Swamy.

Sethi moves in from Bindass where she was director of programming and played a key role in launching the channel. In her new role, she will be responsible for building original content for the channel. Working closely with young producers and talent, she will strengthen existing franchises while parallelly building new properties.

Prior to joining MTV, Pinto was DDB Mudra group creative director. In his new role, he will bring his creative sense to drive the bite across all communication elements including brand messaging, show promotions and short format content for multiscreen consumption.

Swamy said, “People are the biggest asset of my business and we are continuouslyShalini Sethi looking for talent that believe in the power of MTV but are also hungry to push the envelope and challenge the status quos. Shalini and Keegan have an infectious energy and are key drivers in taking MTV into its next phase in the India journey.”

Sethi commented, “Looking in from the outside, MTV has always been the benchmark for everything ‘cool’ when it comes to the youth. And now that I’m here, I can already feel the excitement that drives this brand. It is indeed a pleasure to be here at a time when the channel is adding some very interesting shows and also delving deeper into fiction.”

Sethi began her career as a production assistant with the company ‘Picture This Co’ and soon moved to AIM Television, a production house where she worked on TV shows such as ‘Khubsurat’ and ‘Indian Holiday’. Moving from Delhi to Mumbai, she worked on many projects such as ‘Breakfast with Zee’ and Deepa Mehta’s movie ‘Earth 1947’. She then joined the ‘Moving Picture Company’ before launching Bindass.

Keegan PintoCommenting on his appointment, Pinto said: “I love edgy content and MTV is all about bite and bigness. I look forward to being part of this fascinating culture which encourages creativity and being unabashed in every aspect of work.”

With more than a decade of experience, Pinto’s previous stints were with Lowe Lintas, Bates 141, Rediffusion Young & Rubicam, O&M and Colenso BBDO Auckland, New Zealand.

His work has won him accolades in both the international and national circuits including the prestigious D&AD, One Show, Adfest, Cannes Lions, Abbys and Effies.