Sony Entertainment TV has announced the appointment of Gaurav Seth as its new marketing head. The position opened up with Danish Khan exiting the company to join Channel V.
Seth, who at present is the Senior Vice President – Marketing for Hindi movie channel Max, would wear the Max cap for the next few months. It is understood that this transition period, before Seth completely assumes the Sony mandate, is expected to continue until IPL (Indian Premier League).
Commenting on the development, Sneha Rajani, Senior Executive Vice President and Business Head Sony Entertainment TV said, “MSM has always had the culture of encouraging its own people when opportunities such as these arise, especially when there is someone deserving and capable within the system.”
She elaborated, “I have worked with Gaurav in the past. Given his capabilities, I have never had a doubt in my mind that he can do much more but there was no suitable role available earlier. When this opportunity came up, our first choice was Gaurav and I am delighted that he is taking up this mandate.”
For Seth, the challenge of being a part of the hyper-competitive Hindi general entertainment space is something that he eagerly looks forward to. He observed, “Given the sheer quantum of content on television today, across channels, the battle to capture eyeballs is not limited to any one genre. The key for entertainment is to be able to involve the consumer at a very early stage. While the success of a property eventually depends on the content, the opening determines where it is headed.”
“Sony is known for some very progressive shows. The challenge, as I see it, would be to translate that into communication that encourages viewership. One has to be a few steps ahead in reaching out to consumers and create appointment viewing,” elaborated Seth.
Seth has been working with Max for the last four years. Prior to this, he had spent over a decade with companies such as Zee Entertainment and ESPN. He has also dabbled on the sports side earlier with VGC Sports.