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MTV appoints Keertan Adyanthaya as VP and GM for VH1

19-May-2005
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MTV appoints Keertan Adyanthaya as VP and GM for VH1

MTV's new channel, VH1 is concretising its management structure. The latest appointment is Star News, Brand Director, Keertan Adyanthaya, who will be joining MTV Networks India as Vice President and General Manager, Vh1, effective June 9, 2005. Adyanthaya would report into Alex Kuruvilla, MD, MTV Networks India.

As is the case with MTV's kids' channel Nick, VH1 too, needed a man in control of the operations and Adyanthaya fills that post.

VH1 too, like MTV and Nick, has Cyrus Oshidar as Content Head, Vikram Raizada as Marketing Head and Nitin Jain as Ad Sales Head.

However, the dedicated team working on VH1 comprises Jitin Abraham for content, Ferzad Palia for marketing and Bhavesh Bhatt for ad sales. This team will report into Adyanthaya.

Kuruvilla said, "MTV Networks aggressively pursues its vision of becoming a leading entertainment network for Indian kids and youth. We're making it all come together with some of the best brains in the business - a team that has the knowledge, inventiveness and pure guts to push the boundaries in entertainment. Keertan increases the already formidable bench strength at MTVN and will be playing a key role in propelling the fortunes of Vh1 which is already creating waves."

Adyanthaya began his career as a media planner in 1995 working with Euro RSCG and then Ogilvy & Mather and Mindshare Fulcrum. His entry in the television business came with head Channel [V], where he was heading the channel until 2003, when he was moved to Star News as Brand Director.

Adyanthaya said, "I'm kicked at getting back into the music and entertainment business and look forward to a long inning with MTV Networks."

One being contacted Star News spokesperson said that the channel is still in the process of looking for a replacement for Adyanthaya.

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