Recruitment has begun in all earnest at Viacom-18, the joint venture between Viacom and TV18. One of the first people in is Zee TV’s Programming Head, Ashwini Yardi, who is joining as Head of Content and Creative of the proposed general entertainment channel of the JV. Yardi is still serving her notice at Zee, and even as no official comments were available at the time of filing the report, highly placed executives have confirmed the development.
As is known, Viacom-18 will include brands that are in the space of television, film and digital media content, spread across numerous mediums to build a multi-platform entertainment company. The company has announced its intentions to launch a Hindi general entertainment channel in India within the next year. This channel will include original, locally produced programming and acquisitions.
In her new role, Yardi will drive the content for this channel and is expected to build the programming team.
She is currently heading the programming for Zee TV, the flagship channel of Zee Entertainment Enterprise Ltd. Some of the shows launched under her charge have taken top slots in the Hindi GEC scenario and Zee TV has narrowed the gap with the leader STAR Plus in this much time.
Viacom-18 will also launch a further suite of niche channels in the future from the MTV Networks portfolio as well as new brands. Digital media content across all the television brands will be developed and distributed to Indian consumers. The joint venture will also syndicate MTVN programming and newly produced content.