MUMBAI: Singapore-based content distribution agency Bomanbridge Media as part of its Asia expansion has opened an office in Mumbai. It will be headed by TV veteran Arpit Agarwal as Bomanbridge Media director of sales for South Asia.

India is the fourth country in Asia where the company will have a base, after recently launching offices in Korea and Mongolia, in addition to its headquarters in Singapore. The further expansion follows recent investment by Hera Capital, which is also funding the company’s international lifestyle and cooking show Haute & Saucy with Kelly Randall Sia.

Agarwal, who has worked in various capacities at Fremantle India, Balaji Telefilms, Bang Singapore and Sahara One, comes with over 18 years of experience in creating and managing both mass and niche television content in India and in Singapore. He also headed business development at Starcut Asia Pacific – a Nokia subsidiary and is credited for creating Singapore’s first made-for-mobile series Kumarsutra.  Agarwal began his career as a reporter, producer and host at NDTV in New Delhi, India.

“This entrance into South Asia, and especially India, is the beginning of very exciting times for us at Bomanbridge. With assured improvements in TV measurement, and decreasing carriage costs, we are witnessing not only a surge in demand for niche content but also the need for product differentiation through innovation amongst the major GEC players. India has always been one of our stronger territories in the region and we look forward to enhancing our presence there to better serve our partners. Arpit brings extensive television experience and we look to him to bring us to the next level. Our team is now stronger than ever, ready to serve the entire Asian region with the best programming, and with people on the ground in several countries,” said Bomanbridge Media CEO Sonia Fleck.

Agarwal added, “I am very pleased to join Bomanbridge Media, a company that is respected across the broadcasting fraternity of Asia as exclusive representatives of renowned content from around the world. Sonia and her team have a firm handle on the territory and I look forward to adding value and growing the business further in India and the region.”