GECs
India Today Group appoints Khyati Shah as AVP marketing & alliances, TV
Mumbai: India Today Group has announced the appointment of Khyati Shah as assistant vice president – marketing and alliances, TV. She will be based at the Noida office and report to India Today Group’s chief marketing officer Vivek Malhotra, it said in a statement.
Khyati joins the group from Star India Network, where she was the AVP for marketing & content for Star Utsav. Her previous stints include Dainik Bhaskar Group, International Flavours & Fragrances, ICICI Prudential, Ogilvy & Mather, Grey Worldwide, Triton Communications, and Publicis.
She brings with her more than 17 years of experience in brand management, digital marketing, content marketing, advertising, campaign management and brand solutions.
She is a post-graduate in advertising and PR from Welingkar institute and, additionally, in digital business strategy. Khyati is a bachelor of commerce from Mumbai University.
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.
