Hemant Arora to head branded content business at Times Television

The new business unit will focus on customised solutions and properties for clients to create impact and engagement across the network

BestMediaInfo Bureau | Delhi | May 8, 2013

Hemant Arora

Times Television Network (TTN) has announced the appointment of Hemant Arora as Business Head of the Branded Content Business for ET Now, Times Now and Zoom, effective April 1, 2013. The new business unit will focus on customised solutions and properties that enhance value for clients, creating impact and engagement across the network.

Over the last two years Arora has contributed significantly to revenue growth for Times Television Network and made major inroads in the Branded Content space. In line with Times Television Network's strategic focus on this business area, Arora has been mandated with a larger business role with a P&L responsibility. Times Television Network will be making significant investments in building and scaling up the unit's resources and focus on client value delivery across the verticals of News, Business and Entertainment.

Arora will continue to report to Avinash Kaul, Chief Executive Officer of ET Now, Times Now and Zoom.

The Branded Content business of TNN works across the network's assets to create integrated solutions for brands, be they large format IPs with multi-platform execution, long form and short form content, media partnerships, themes and integrated communication development. The offering is built around the philosophy of co-creating contextual conversations for brands – engaging audiences with integrated messages across multiple touch-points in a highly relevant context.

Times Television Network is uniquely poised to deliver brand solutions that span the diverse content categories of general news, business news and entertainment. As part of the Times Group, the network offers unparalleled reach across multiple mediums including TV, print, radio, out of home, experiential, online and mobile.

Avinash Kaul

Avinash Kaul said, “We believe that Branded Content will provide our customers the impact and engagement that will help accelerate the growth of their business and hence it is seminal to our own business strategy. We are pleased to have Hemant Arora at the helm to define the direction of this key business unit and ensure the highest standards in value delivery to our customers. Under his able leadership we intend to build best in class capability and resultant business to lead the marketplace.”

The true value offering of the Branded Content business comes not only from maximizing impact for a brand across the Times Network but equally from the innovative solutions and multiple formats it offers, giving the brand's communication relevance, engagement and impact.

Commenting on his new role, Arora said, “Times Television Network is at the forefront of using innovation that powers value addition to the advertiser, while further strengthening connect with the audience. Over the last two years we have worked tirelessly to bring into our fold best of class capabilities and learning from Indian and  global markets to provide advertisers solutions which are true to the spirit of Branded Content.  As of today we are fully capable of providing end-to-end turnkey solutions to our clients right from the stage of helping them identify the need, to turning the brief into beautifully and seamlessly integrated content and synchronising of media in the 'native format' across all our mediums and channels for the properties to flow uniformly across demographics, geographies and psychographics.  I am excited to take on this opportunity that will see the creation of a future-ready business unit within the network and build stronger and long term strategic partnerships with our clients.”

Times Television Network has successfully created high impact branded content solutions for brands across its channels and the network eco-system in the form of properties such as Mahindra Rise Presents Amazing Indians, Kent Mineral RO Presents The Foodie Awards, Lufthansa Pioneering Spirits, Vodafone Drive Into The Big League, Keep Walking With the Game Changers, Max Bupa Walk For Health Capgemini Super Techie Show, IndiaMart Leaders of Tomorrow, TRESemme Presents A Cut Above, Pepe Jeans London Presents Zoom Fashion Drill, Parachute Advansed Presents Zoom Holi Party and many more.

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