STAR has pushed through a major reorganisation, merging departments and reducing the number of administration heads from the original 10 to the current six. This has resulted in some of the existing department chiefs having to handle larger portfolios.
The major change in the broadcasting company in India includes the appointment of Samir Nair, executive vice president, to head both programming and marketing. Nair earlier headed the programming portfolio labelled 'content and communication'.
Justifying the merger of the marketing and programming departments under Samir Nair, Mukherjea said the logical corollary to programme selection was deciding how it will be marketed and how much budget to put behind billboards and promotions.
The two advertising sales departments —for the Star Plus channel and the other that markets all the other channels — have been merged into a single ad sales network under another executive vice president, Sumantaru Dutta.
STAR's view is that airtime on the flagship Hindi entertainment channel Star Plus leverages the other English language channels and vice versa. Star Plus can be sold better by offering additional benefits of airtime on other channels, while advertisers on the bloc of Star World, Star Movies, et al can be offered access to Star Plus too.
Meanwhile, Jagdish Kumar, earlier executive VP, Corporate and legal affairs, has taken charge as chief operating officer of 'Digital Platforms' - a relatively new division covering DTH and cable networks. Kumar now reports to STAR's Hong Kong-based president of Digital Platforms Group Altaf Ali Mohammed.
This has lead to portfolios vacated by Jagdish Kumar to be merged with those handled by CFO and Executive VP, Shankar Narayan. In addition to finance, Narayan now holds legal, HR, adminstration and broadcasting.
The two executive VPs who have got away undisturbed are Raj Nayak and Arun Mohan. Nayak continues as head of sales and Mohan as head honcho of distribution. The two departments’ heads have had no additional portfolios added to their current briefs.