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AP Govt. signs up with Viacom18’s brand solutions arm BE Viacom18 to promote tourism
MUMBAI: In a first of its kind initiative, media conglomerate Viacom18’s brand solutions arm BE Viacom18 has partnered with the government of Arunachal Pradesh to provide strategic consultation services to promote the tourism in the state. While BE Viacom18 had handled the strategic marketing and communication drive for Vivo when the Chinese handset brand marked its India debut, this deal with the Arunachal Pradesh government marks the company’s maiden foray into the PPP arena with a state government.
Commenting on the partnership, Saugato Bhowmik, Business Head, Consumer Products and Integrated Network Solutions, Viacom 18, said, “We are ecstatic to have inked a deal to boost the state tourism of Arunachal Pradesh. Viacom18 has entered a PPP Model with the state government, wherein we will conceptualize and create the best possible plan of action to make Arunachal Pradesh a ‘Must Experience’ location. This unique association in the Indian Media & Entertainment sector will see Viacom18 tap into the huge potential of government Non DAVP partnerships and leverage the group’s domestic and international media platforms. ”
BE Viacom18 will work closely with the state government to educate people about the unique highlights and various attractions of Arunachal Pradesh. In order to leverage the state tourism, BE Viacom18 will release a special Audio-visual brand film for Arunachal Pradesh tourism that will be reached out to audiences through the network’s broadcast channels. The promotions will also comprise media buys by BE Viacom18 as well as facilitating production houses from Bollywood and other film fraternities to shoot films, music videos, documentaries, television series, reality shows and also explore Strategic Business IP Partnerships on various cultural events in the state.
Commenting on the association with Viacom18, Joram Beda, Tourism Secretary, Govt. of Arunachal Pradesh said, “Honorable Chief Minister Shri Pema Khandu firmly believes that tourism is one of the areas that can generate revenues for the state. The focus for the government this year, thus lies in boosting the tourism sector and making Arunachal Pradesh a ‘Must See, Must Experience’ state. For the success of this vision, we need like-minded partners that see and understand our vision and can help us chart this path. Being one of the biggest media houses check for the right citation again of the country, we are pleased to have Viacom18 on-board to help us reach out to the right audience through a robust campaign.”
The partnership with Arunachal Pradesh marks yet another initiative by BE Viacom18 after being instrumental in launching global smart phone brand Vivo to Indian markets.
People
Steven Davis joins Sony Pictures Networks India as Content Licensing Manager
Seasoned media professional brings over 14 years of syndication and distribution expertise.
MUMBAI: Steven Davis has found a new reel home and this time, it’s at one of India’s biggest entertainment powerhouses. Steven Davis has joined Sony Pictures Networks India as manager of content licensing, marking a significant new chapter in his career within the media and entertainment industry. With more than 14 years of rich experience in content licensing, syndication, distribution, and sales, Davis brings deep operational knowledge and a proven track record of driving revenue through strategic content partnerships.
Prior to this move, he served as senior manager for content licensing & syndication at Rajshri Entertainment for over five years (November 2020 – March 2026), where he orchestrated the full cycle of content licensing and distribution. He has also held leadership roles at Veon Events, Bizzy Baby Media, Yoboho New Media, Vuclip, Saregama India, and Hungama.
In his new role at Sony Pictures Networks India, Davis will contribute to expanding the company’s diverse content portfolio and strengthening its reach across global markets.
The appointment adds valuable expertise to Sony Pictures Networks India’s content licensing team as the company continues to grow its presence in an increasingly competitive entertainment landscape.
From managing syndication at Rajshri to now licensing content at Sony, Steven Davis clearly knows how to keep the stories flowing. His move signals yet another seasoned hand joining the ranks to help some of India’s biggest shows and films find new audiences worldwide.
