MUMBAI: Zee Telefilms is adding momentum to its Southern plans. The company has roped in ETV Network general manager marketing R Ajay Kumar to head its South initiatives.

Zee currently is present in Andhra Pradesh with Alpha Telugu, but is yet to make a mark with Sun Network-owned Gemini and ETV Telugu dominating the market. Kumar's task as business head will not only be to strengthen Alpha Telugu but also to pan out Zee's expansion plans in the entire southern region.

Kumar, who was earlier ETV Network GM marketing, is joining Zee group in the capacity of senior VP & business head for Alpha South initiatives with effect from 1 February 2005. Based out of Hyderabad, Kumar will be reporting to Zee Telefilms CEO Pradeep Guha.

Announcing the appointment Zee Telefilms director Punit Goenka said, “We are happy to announce the appointment of an accomplished professional like Ajay as the business head of Alpha South Channels. Expansion of various Alpha Channels in the Southern region, spanning several languages and genres, will be the perfect foil to his skills.”

Ajay Kumar started his broadcasting career in 1994 with Gemini TV where he worked as marketing head. Before that he was a faculty of Mass Communication & Journalism in Osmania University. Kumar had a brief stint as head of business promotions in ETV Telugu from 1995 - 1998 before going back to Osmania. In 2001 he joined ETV Network in the marketing department.