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ASEB’s Sanjay Raina joins MBNS as VP - Marketing

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ASEB’s Sanjay Raina joins MBNS as VP - Marketing

Sanjay Raina, Head of Brand Strategy and Consumer Insights at AESB (Astro Entertainment Sdn Bhd), is joining MEASAT Broadcast Network System (MBNS) as Vice President - Marketing. He takes charge from July 1, 2009.

In his new role, Raina will be responsible for all marketing, content research and insights, and media planning. He will be reporting to Henry Tan, COO - Content Management and Communications. MBNS is the holding company of Astro All Asia Networks Plc.

In conversation with, Raina said, “I have been given the role of Head, Marketing in Astro, where I will look at the roles of platform marketing, content marketing, Insights and research. This role ensures that I will oversee the same functions on a platform wide basis, including all channels, new products, new strategic directions, and so on. I will be reporting to Henry Tan, COO - Content Management and Communications.”

Raina had joined ASEB in 2006, where he was initially drafted to set up a kids’ channel in Indonesia – Astro Ceria, a 24-hour local language kids’ channel. Some months later, he launched the same channel in Malaysia in the local Malay language. His then role was of Business Head of the two channels.

With over 17 years of experience Raina has worked in diverse sectors like consumer durables, filmed entertainment, real life entertainment for brands like Philips India, Sony Pictures Inc, Discovery Channel Hindustan Times and Times Now.


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