MAM
Ajay Trigunayat bids adieu to Times Television Network
MUMBAI: Not too long ago we at indiantelevision.com were the first to report that the former Disney UTV Media Networks MD MK Anand will be taking over as the new MD and CEO of Times Television Network (TTN), stepping into Sunil Lulla’s shoes.
Well, now news is that TTN English entertainment channels CEO Ajay Trigunayat has called it a day. Sources close to the network have revealed that Trigunayat will be shortly moving on from the Times Group and is currently ensuring that the transition is smooth for his team.
The source reveals that there will be centralisation of functions now. While earlier all the functions like – HR, finance, distribution, legal, among other things, reported to Times Now, ET Now and Zoom CEO Avinash Kaul, they will now be directly reporting to M K Anand.
Plans are also afoot for getting in a network sales head, currently for the English cluster (Movies Now and Romedy Now). The network has undergone some major reshuffling. While it has appointed Mandeep Singh as network sales head; Movies Now head of sales for north Arunabh Madhur, will now take charge of national sales for the channel. Not only this, Movies Now head of sales for west Siddharth Chopra has been elevated to Romedy Now national sales head.
“Both these individuals have been around since the inception of Movies Now, which was back in 2010, and have been given the responsibility keeping in mind their commitment and hard work for the network,” says the source.
“The idea is to completely centralise the work flow of the network and to get a chief sales/revenue officer and hold fort and report directly to M K Anand,” reveals the source.
On the marketing front Shantanu Gangane will head it for both Movies Now and Romedy Now; and the programming and content team will directly report to M K Anand.
Prior to joining TTN, Trigunayat was in the Middle East in an entrepreneurial capacity, and has also been the business head of the Zee English Channels bouquet, and put in stints at Lintas, Contract and Rediffusion and at Pepsi in a sales role.
But, that’s not all! In another blow to the network, the source also reveals that Romedy Now associate business head Harsh Sheth is on his way out from the network, but will be handling operations for at least another couple of months.
Sheth has been with the TTN for just over three years; first handling the channel and business strategy for Movies Now for a period of nearly two years and then being acknowledged and elevated as the associate business head for the seven month old English entertainment channel, Romedy Now.
Prior to joining the network, Sheth has had a stint with Star India, starting out by working and handling varied Star properties across genres i.e. Star Gold, Star Movies, Star World, Star Pravah and Channel [V]. His mandate was to use consumer insights for scheduling, on-air presentation, distribution, marketing and content. He also looked after content acquisition and development of fiction as well as non-fiction shows for Channel [V] later on. He started out as an assistant manager – key accounts with TAM Media Research and handled clients like Sony, Sahara, Disney, UTV, MTV.
Both Trigunayat and Sheth were unavailable for comment, even after repeated attempts. Both these individuals have been instrumental in running the English cluster for TTN and will certainly be a loss to the organisation.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
