MUMBAI: Sab TV is in the bag, now SET India CEO Kunal Dasgupta has fixed who will be managing the skewed towards humour channel. The man chosen for the job is PS Parshuram, who was earlier programming head of Max.
 

This development was confirmed to Indiantelevision.com by reliable sources close to SET India.

Currently, Parshuram is vice president projects and is handling the entire integration of Sab TV into SET and getting it operational. He will officially be the man in charge only once the shareholders from either side sign the agreement. Parshuram will be reporting in to NP Singh.

Parshuram joined Max in February 2002 when the channel commanded about 85-90 GRPs. He was also one of the key architects behind Extra Innings and other innovations that Max incorporated around cricket. Parshuram's exit from Max took place in December 2004 when it was at about 180 GRPs.

The national ad sales head for Sab TV is Vivek Gupta who was earlier in charge of the Bangalore ad sales operations.
 
 

Coming to the further developments of the Sony-Sab TV deal, 15 April has been slotted for the shareholders approval and 30 June will be the date when the transaction will be complete.

Parshuram was earlier with Zee Telefilms for three years. He joined as head of corporate planning then moved to becoming programing head and was finally handling the launch of the Zee sports channel.