Mohit Anand recently joined Channel [v] as Senior VP and GM and is wasting no time to chalk out a growth strategy for the channel and making it the default destination of choice for the youth of India. He wants Channel [v] to be synonymous with the youth market and make it the hottest place for young people to hang out.
Anand said, “I personally believe that Channel [v] is an iconic youth brand. It has a resonance with a lot of young people in the country, which has a lot of legacies and heritage. So, I think we are in very good shape in terms of where the channel stands and what its core brand offerings are. But, in terms of strategy or a big shift of direction plan, it is too early to comment. I, too, am on a journey of discovery right now as I come from a background that is not television. I am still learning and the understanding about the business of television.”
In his previous assignment, Anand was Country Manager at Microsoft’s Entertainment and Devices Division. He had also managed Microsoft’s India retail relationships as well as media and entertainment partner relationships. Anand was also responsible for the launch of Xbox 360 in India, wherein he conceived the entry strategy, built the business model and planned and executed the launch.
Commenting on his new role, Anand said, “My coming here is a larger, deliberate strategy for the whole network. I believe in absorbing, learning and understanding before thinking of venturing out. Thus, a job well done in the planning stage can make life much simpler when you go to the execution stage.”
As for the race for TRPs, Anand felt, “If you are in the business, you always tend to call yourself the ‘greatest’. And when there is a measurement system that the market believes and has put in place and rates success by that, we have to win and will play to win.” And tongue firmly in cheek he quipped, “I call myself the lucky mascot for Channel [v] as we have witnessed a raise in channel share in the last six weeks.”