Mumbai: Media and entertainment industry veteran Pradeep Guha has passed away on Saturday. He was in his late 60s.

Guha was battling advanced liver cancer and was admitted at Kokilaben Ambani Hospital in Mumbai. He is survived by his wife Papia and son Sanket.

Guha was the managing director at 9X Media. Previously, he was chief executive officer at ZEE Telefilms. He was also associated with Times of India for nearly three decades. He produced the Bollywood film 'Fiza'.

Many veterans of the M&E industry paid tribute to Guha on social media.

"Brevity, clarity, speed characterised Pradeep Guha. Like his simple signature, that was but a tick mark, as if it meant ‘just go ahead and do it’. Aim high, set quality standards, inspire the team and just do it was the simple strategy he employed. The legendary media man who put India on the Global Media map in many ways is no more," said Times Network, managing director and chief executive officer, MK Anand.

"His professional achievements are multifarious - dominance in print media, advertising excellence, beauty queens, mega format ground events, the list goes on. He was one of the earliest of the current generation of high flyers who burst on to the Indian corporate landscape in the late 80’s and blazed through the 90’s. The young turk who kept rising," he added.