ZEEL elevates Kartik Mahadev as biz head of English channel cluster

MUMBAI: Broadcaster ZEEL has elevated Kartik Mahadev as the business head of its English channel cluster with immediate effect, a source close to the development has confirmed. He replaces Shaurya Mehta, who has moved on from the company.

Currently, Mahadev is the head – marketing and communications of the English channel cluster. He took up the role in February this year and will continue to look after the marketing function until a new head takes charge.

ZEEL’s English channel cluster comprises of channels like Zee Café, Zee Café HD, &flix, &flix HD, and &Privé HD.

Prior to ZEEL, he worked with Star Sports as VP marketing. He had joined Star India in October 2016 as VP channel marketing. He also had long stints with Cadbury and Mondelēz International.

“We are looking to drive new behaviour. Reach has definitely fallen and therefore initiatives have to be taken to get the reach back.There are a lot many people who we can reach and get them subscribed through our offering. Now through marketing, we not only look at consumers but also at our distribution partners to ensure that actions taken by us are shared with them so that they, in turn, can also engage with consumers.”

ZEEL Cluster Head, West, North & Premium Channels Amit Shah said, “The NTO has been a mammoth change for the industry and it came with its own set of challenges. However, over time, it is settling down. Keeping that in mind, we have done extensive consumer research at the ground level to understand what our viewer wants and what the barriers are. One of our findings that stood out was that our audience wanted to be able to consume recent movies within a shorter time span. This led to the launch of ‘Flix First World Television Premieres’. With this launch, it is our endeavor to be able to give the viewer what he desires. We also expect that it will help us to reach out to a larger target audience, thereby driving subscription. Post the NTO regime, our subscription numbers month on month have seen a growth as more people are embracing the new MRP regime and are opening to the new content offerings from our channels. We are constantly working towards understanding the consumer and bringing as many more such content disruptions as we can.”

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