Apurva Purohit is Radio City CEO

Putting all speculations to rest, Apurva Purohit, the erstwhile COO of Times TV, is joining Radio City as its CEO today.

She will spearhead the business, playing a pivotal role in developing the FM station’s strategy, says a company statement.

Promoted by Music Broadcast Private Limited (MBPL), Radio City has four stations in Mumbai, Delhi, Lucknow and Bangalore. The company had contracted STAR India for sales, marketing and content support earlier.

However, following venture fund GW Capital buying out a 75 per cent equity in the company a few months back, STAR decided to discontinue content supply to the station. STAR India continues with its ad sales support, though.

Purohit, who was the president of ZEE TV two years ago and the head of media agency Lodestar prior to that, makes her debut in the industry at a time when the Union Cabinet has approved 20 per cent foreign direct investment in the sector, apart from agreeing to a revenue share model in place of the current license fee regime.

She says, “It is an exciting time for radio, and Radio City in particular. It will be challenging to shoulder the responsibility of putting the medium in a new position of eminence in the minds of advertisers and consumers.” © 2005 agencyfaqs!