UTV Broadcast (Entertainment) channels has roped in MK Anand as CEO. He had quit as Business Head of Zoom in September 2009. At UTV, Anand will also head its four entertainment channels – UTV Movies, UTV Bindass, Bindass Movies and UTV World Movies. He will be reporting to UTV Founder Ronnie Screwvala.
Speaking about his priorities as CEO of UTV Broadcast, Anand said that he planned to achieve breakeven in 12-18 months’ time, mostly through growth of revenue and growth of product, and not through cost cutting.
Anand added, “My immediate priority is to take the viewership share to 4 per cent from 2.5 per cent. My second task is to unroll a concerted marketing campaign for each of these channels – Bindaas, UTV Movies, Bindaas Movies and so on. Thirdly, my task is to strengthen the revenue side, that is, to monetise the viewership and take it to the rightful level. I am, therefore, looking at exponential growth in revenue as well.”
On his decision to switch, Anand said, “The reason I left Zoom was that there was not much of a challenge left there. At UTV Broadcast, I see more challenges and opportunities, and having a network of channels, UTV Broadcast is an extension of what I have done.”
Anand had earlier had a long innings of over 19 years with the Times Group, where he was handling Times Classified in the 1990s, followed by looking after display sales and ad sales for the western region. Anand was also deeply involved and driving the pricing strategy for the rate card at the corporate national level in the Times Group. He then moved to Zoom six months before the channel’s launch.