NEW DELHI: Beefing up its management team and adding momentum to its pan-network digital expansion plans, TV9 Bharatvarsh announced the appointment of former Zee executive cluster head, innovation studio, and custom content Raktim Das as COO of its property Studio9.
In his new role, Das will be responsible for driving the convergence of TV and digital revenue function, with focus on branded content innovation. He will be mandated with setting up an independent profit centre that will design and monetise Web+TV custom content products across multiple language platforms. He will also be responsible for building talent relationships and strategic partnerships for nurturing new growth avenues.
TV9 Network CEO Barun Das said, “Studio9 is a concept which will enable the convergence of traditional TV and digital in our network. Digital is the future – Hindi and regional news will certainly make a transition from traditional TV to web format. This convergence in the revenue field is of extreme importance. Studio9 will also work with clients to develop creative solutions for their communication challenge. Raktim is certainly the best in the industry to build it from scratch.”
Looking ahead, Barun Das added that the expects the way the M&E industry conducts its business to change drastically in the post-Covid2019 world. “Those who will adapt to solution-driven models in business, with the infusion of right technology, will lead the revival. While the broader economic environment will be highly challenging, the television news industry will possibly be better off compared to other genres,” Barun Das pointed out
Raktim Das said, “I am looking forward to be part of the TV9 family. I see huge opportunity for growth in the language markets as nine out of every 10 new internet users in India are likely to be Indian language users. In the new normal, when we are all managing tight business situations, clients and agencies are looking for compelling solutions that are woven around smart innovation to enable purpose-driven, meaningful brand engagement. Ultimately, driving cross-screen engagement will provide the edge to brands.”
Barun Das added, “I believe that video content across linear TV and digital platforms will converge before completely shifting to digital model. Our digital business model will centre around 3Cs: content, context, and commerce. To me, the digital content business is as much a tech business. Technology is a differentiator and not an enabler. Then comes the ability to innovate as per changing viewers taste.”
Prior to Raktim Das’s induction, the network had in June made some strategic leadership moves, including promotion of erstwhile President Sales, Vikram K as COO south to drive the group’s flagship channels TV9 Telugu and TV9 Kannada, while Amit Tripathi was brought on board from Network 18 to serve as the new chief revenue officer.
In his previous assignment as executive cluster head – innovation studio & custom content at Zee Entertainment, collaborated with leading brands to co-create many award-winning content campaigns. Raktim collaborated with leading brands to co-create many award-winning content campaigns. His media career features many success stories in organizations like the Times of India, India Today Group, Zee Media Corporation Limited, and Network 18.
