MUMBAI: B4U Network has appointed Sunil Rohra as its CEO for UK and Europe.

Rohra, who till the end of last month was CEO of Zee TV UK, took over the reins at B4U on 2 August.

His stint at Zee ended on 30 July.

"It will be an exciting challenge and a great opportunity which I am looking forward to," offered Rohra in an official release.

The appointment of Rohra came almost in tandem with B4U's senior vice-president business development Neeraj Arora defecting to rival Sony Entertainment Television Asia (SET Asia) as vice-president for international business.

One of B4U's promoters Gokul Binani is quoted in the release as saying, "Rohra brings with him a wealth of knowledge and experience which will be very valuable to B4U and we look forward to Rohra joining B4U."

"There are a lot of things to be done and I propose to take B4U Network to the next level," said Rohra.

Rohra had been with Zee TV in the UK for 10 years and had been the CEO of Zee UK for the last two and half years. Rohra is reported to have turned Zee into a very profitable company and established Zee as the market leader in the Asian market..