MUMBAI: Erstwhile IndusInd COO media and communications, Rajiv Vyas has joined television software company Optimystix as the new director marketing and strategic alliances.

A part of several committees and expert panels set up by the government and trade and industry bodies for organising and regulating the broadcast industry, Vyas also has a background in marketing and distribution across media, soft drinks industry, consumer finance and consumer durables.

An official release says that Vyas' experience will help leverage Optimystix position in both Indian and overseas markets. The release further adds that his addition to the team is vital looking at the digital and television revolution. While the competition is increasing competition, demand quality content has become the key critical factor in driving both advertising and pay TV revenues, Vyas' entry is likely to bolster the company's position.

Veteran of several shows including Khul Ja Sim Sim, Khuchh Kar Deekhana Hai, Kissme Kitna Hai Dum and Chalti Ka Naam Antakshri, the production house Optimystix had produced content for Star Sony and Zee. Co-founded by Sanjiv Sharma and Vipul D Shah, its claim to fame is game shows and programming, adapting Western formats to Indian sensibilities.