GECs
Star TV restructures top management
In order to ensure complete integration of various divisions of Star Network and facilitate the growth of the channel’s new business ventures fresh recruitments to senior levels and promotions amongst its top executives have been made.
The CEO Star TV, Peter Mukerjea has integrated Entertainment, Corporate, DTH & News divisions which had been functioning as independent units into one consolidated business unit.
*DTH has been integrated with Distribution and will comprise of urban, rural and international activity. This will be headed by Mr Arun Mohan who will be the Executive Vice President.
*Mrs Indira Mansingh, Executive Vice President will continue as head of News and Current Affairs.
*Mr Jagdish Kumar will oversee Human Resources, Legal, BO&E, Administration and New Business Development as Executive Vice President.
*Mr Sameer Nair, Senior Vice President will continue as head of Programming Star Movies and Star Plus.
*Mr Sumantra Dutta, Senior Vice President will be responsible for Ad Sales and marketing functions for Star Plus and national Geographic Channel.
*L S Nayak, Senior Vice president will be responsible for the same for Star World, Star News, Channel V and Star Movies.
*Mr Shankar Narayan, Chief Financial Officer will direct Finance and MIS functions.
*Mr Yash Khanna wll head the Corporate Communications and will be the Official Spokesman for Star TV.
*Mrs Urmila Gupta, Executive Director will work with the CEO on various investment opportunities and work on strategic planning.
Peter Mukerjea said, “We have some of the best people in business and certainly the best brands so we need to leverage that in every possible way.”
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
