Reliance Broadcast Network’s radio arm, Big FM, has appointed Sunil Sahjwani as National Programming Director. His last assignment was with the Bennett Coleman Group as Chief Creative Consultant, where he was instrumental in the revamping of Zoom and offering creative insights to Radio Mirchi. At the helm of the creative programming team in Big FM, spread across 45 stations of India, Sahjwani will work with the corporate team on the programming strategy, its execution and sales enablers. He will be working with Soumen Choudhury, Business Head, 92.7 Big FM.
Speaking on Sahjwani’s appointment, Choudhury said, “Sunil’s expertise lies in building on ideas through careful observation of business models that could range from a road side chai-walla to a successful businessman. His uncanny ability to understand the pulse of the audience and thereby tailor make entertainment and music that they seek, promises to give the company an edge that will allow them to offer listeners across the country an acoustic treat that they can look forward to, and advertisers the best media platform to reach out to their audiences.”
On his new role, Sahjwani said, “Radio is just a theatre of the mind and sound has no boundaries. There are tremendous opportunities and much potential that is yet to be tapped and is only in an embryo stage yet. My endeavour, as I take on this new role, is to ensure listeners and the industry gives radio the true glory it deserves.”
A Graduate from the Parsons School of Design, New York, Sahjwani began his career in advertising where he spent over a decade with leaders in the market like RK Swamy BBDO and Genesis, among others. His career saw television beckon, where he played an instrumental role in launching Channel [v] in India. His career spanning over 20 years also saw him successfully switch on the hat as CEO and Creative Director at Percept Picture Company, going ahead to produce over a dozen box-office hits like ‘Corporate’, ‘Malamal Weekly’ and ‘Page 3’.