GECs
Ajay Vidyasagar to head Star’s internet, merchandising thrust
NEW DELHI: Star India, the revenue-generating arm of News Corp in Asia, is picking up the global threads being woven by its parent in the Internet and merchandising space and reorganizing its workforce accordingly.
An indication to this effect is the new responsibilities given to Star India executive vice-president Ajay Vidyasagar who had thus far been looking after the network’s marketing and communication.
As part of the changes being effected at Star India with an eye to tap new revenue generation sources, Vidyasagar will now be also responsible for the company’s soon-to-be-unveiled new thrusts in the internet and merchandising space.
In his new role, Vidyasagar will be spearheading Star’s initiatives on the Net, part of which will entail “giving an Indian skin” to global activities being undertaken by News Corp.
Meanwhile, Satya Ragahvan has moved in as head of marketing of Star India. Vidyasagar, will however continue holding the portfolios of marketing and communication.
Star sources said that activities on the Net and merchandising fronts will hot up in India in fiscal 2007 when some other major initiatives on the programming, marketing and ad sales side too will be rolled out.
Globally, Star’s parent News Corp has been prowling the Net space aggressively, prompting the likes of advertising wiz Martin Sorrell to question this haste.
News Corp’s biggest buy in the space was of course last year’s $580 million acquisition of youth networking website MySpace.com.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
