MUMBAI: Multi system operator (MSO) Siti Cable has roped in Bibhash Jha as its head-content & carriage. Jha in his capacity will provide a fillip to the growth momentum of Siti Cable. The MSO is taking giant strides in this exciting phase of digitisation and Jha will play an instrumental role in this leap from analog to absolute digitisation.

Jha has over 20 years of distribution work experience with 15 years at Star Sports India, where he played an instrumental role in the transition of ESPN channel to Star Sports India. In 2007, he played a key role in the launch of new sports channel Star Cricket. Under his ambit, a separate vertical of MSO business was created which was profitable in its very first year of operation. He was also responsible for the distribution of sports channel for Star on pan India basis.

Siti Cable executive director and CEO VD Wadhwa said, “We are delighted to have Bibhash Jha on board. With his rich experience of broadcasting & distribution business, he brings to us a competitive edge in strategizing business and accomplishing organisational goals.”

Jha will be based at the Corporate Office of Siti Cable, Noida.