exchange4media news service
Shashi Baliga has been appointed as the Executive Editor of Filmfare, the film magazine from the Times of India Group. Baliga succeeds Khalid Mohammed, the veteran film journalist.
The appointment of Shashi Baliga, has come as a surprise for many industry specialists since it is one of the first instances of a non-film journalist being appointed as the Editor of a Film magazine. Her last assignment was as Head- Content & Design at Tata Internet Services. Prior to working with Tatas, Baliga worked for close to a decade with The Times of India Group. After working with Savvy as Features Editor, Baliga joined the now defunct newspaper The Independent. After the closure of MOS, the relaunched version of The Independent, Baliga joined Femina as the Senior Assistant Editor, which was her last assignment prior to joining Tatas.
While Baliga has primarily had journalistic experience throughout her career, insiders from The Times view her appointment as a move by The Group to appoint an Editor with multi-disciplinary skills, and a brand management perspective. In her earlier tenure at Times, Baliga was involved with several new initiatives and special supplements brought out by The Times. In her tenure with Tatas, Baliga had an operational involvement with a diverse range of portals launched by the Tata''s – these included Womannova.com, Rupeenova.com and Travnova.com.
Baliga''s predecessor Khalid Mohamed had a long tenure with the group, initially with The Times of India newspaper and later with Filmfare magazine. His weekly Bollywood films review column in The Times of India won him rave reviews for his prolific writing ability and inimitable critique style. In view of his self-involvement with films as a script writer and director, Mohamed is believed to have been given the option of "continuing his career in films" or "pursuing his job as a film journalist and Editor of Filmfare". Quite obviously, Mohammed chose or was forced to choose the former. With this new appointment of Baliga at Filmfare, industry executives are looking forward to some fresh thinking and unique initiatives to leverage the brand equity that Filmfare has built over the years.