Aga is head of content at Media E2E

By afaqs! news bureau , afaqs!, Mumbai | In Media | September 30, 2008
The cofounder and head of content has spent a considerable time at Discovery Communications


E2E has appointed Myleeta Aga head of content. Aga will enrich MediaE2E's existing product features as well as develop new programming outlets and creative strategies for expansion.

Aga comes to Media E2E with more than 15 years of experience in making television programmes and building teams.

Myleeta Aga
Her last stint was at Travel Channel, in the US. In the four years she spent there, Aga led the marketing, production and launch of Into the Kombai Tribe, a top rated tribal reality series; Bizarre Foods with Andrew Zimmern ,and Five Takes, a pathbreaking interactive series. She was also nominated for an Emmy as executive producer for the series, Anthony Bourdain: No Reservations.

Having spent close to eight years at Discovery Communications, Aga managed the launch and customisation of global promotables like Walking with Dinosaurs, Living with Tigers and Space Blast, and was part of the executive team that researched the feasibility of and proposed launch plans for a host of lifestyle channels across the globe.

At GAPC Entertainment in London, she set up animation and Internet based business opportunities for her Canadian partners, prior to leading production on Indonesia's top rated format series, based out of Pearson Television's office in Jakarta.

Aga began her career in television with UTV in Mumbai. In 1995, she moved to Singapore to set up the city-state's first independent production studio, where she ran operations, business development and production for UTV International.

In an official communiqué, Aga says, "The Indian media space is witnessing an unprecedented expansion and there is tremendous opportunity for the development and delivery of innovative, enriching media solutions. I am looking forward to this experience."

Sharing her agenda for Media E2E, Aga tells afaqs!, "Currently, we are looking at all the different avenues through which we can help the consumer navigate better, be it our website, mobile or content."

She says that with the increase in the number of DTH and digital players, the consumer is spoilt for choice and needs assistance. MediaE2E is working with these new players to make it simple for consumers to understand them.

She returned to India because the opportunity available here was one she could not ignore. "Though the US market is exciting with most of the content creation happening there, in terms of growth, India is the place to be," she says. In India, she has the opportunity to mould a market with all the experience that has been gathered in various markets.

Media E2E is a media services company started by Atul Phadnis and specialising in television broadcast guidance. Media E2E's EPG (electronic programme guide) is India's largest multiplatform, multidevice consumer search and guidance service for TV content. Its enrichment and transformation enables this information to reach consumers seamlessly through set top boxes, online and mobile.

© 2008 afaqs!