Viacom18 has announced a senior management rejig, wherein Namrata Tata and Mandar Natekar will be given new roles. Tata who was previously responsible for ad sales, English entertainment, will now take on the new and expanded role of head, ad sales, youth, music and English entertainment.
Natekar, who was earlier heading ad sales, youth and music, will be moving into a business role and will be responsible for one of the newest ventures of the network, the MTV Music Project.
Both Tata and Natekar will continue to report to Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18.
Raj Nayak, COO, Viacom18, said, âWith the recent consolidation of Hindi, youth, music and English entertainment clusters, Viacom18 is carving out an identity for itself in the ecosystem that cohesively speaks to adults, youth and millennials, and creates opportunities that are multi-dimensional and multi-platform. Tata and Natekar have been instrumental in the success of the youth, music and English entertainment genres and as we look to dial up synergies and expand to capture white spaces within the genres, they are best suited to support Palia in further strengthening our influence in these genres.â
Under Natekarâs leadership, the MTV Music Project will nurture an ecosystem of new and established artistes and create original music content. Tata, who has been associated with Viacom18 for the past six years and has been instrumental in growing the revenues of the English Entertainment unit, will now oversee sales revenue for the consolidated cluster of youth, music and English entertainment.
Speaking about the role expansions, Palia said, âIn an increasingly dynamic environment, these genres need to look beyond traditional avenues to dial up growth. As a network, our leadership plays in the youth, music and English entertainment genres have set the ground for us to explore synergies within them to dial up revenues. Tata, with her understanding of the genres particularly and broadcast as a whole, is well equipped to lead the charge for maximising the revenue opportunities for these related business units. Natekar, with his nuanced understanding of the youth and music genre, both from content and revenue POVs, is best suited to lead the MTV Music Project as we look to explore our latest business opportunity in this genre. I am confident that we can further dial up our plays across these wide set of brands and solutions in this space.â