SET Max gets new programming and marketing heads

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | December 18, 2008
Jasdeep Singh Pannu has joined as vice-president, programming, and Gaurav Seth, as vice-president, marketing


channel SET Max has two new people to spearhead its marketing and programming functions. Jasdeep Singh Pannu has joined as vice-president, programming, and Gaurav Seth, as vice-president, marketing. T Gangadhar, the erstwhile senior vice-president, marketing, SET Max, has moved to MEC as managing director.

Earlier, Jasdeep Singh Pannu was director, programming, BBC Worldwide, and looked after programming for the two BBC channels in India, BBC Entertainment and CBeebies. He has 11 years of experience in media, with stints at Discovery Communications India, Sahara One Television, ESPN STAR Sports and NDTV, all in the programming function. He holds a Master's degree in mass communication from the Mass Communication Research Centre, Jamia Millia Islamia, Delhi.

Having such a varied exposure, Pannu says that the basic essence of programming doesn't change. "I will focus on enhancing movies and cricket, the key propositions on Max, to take it to the next level," he says.

Gaurav Seth moves in from Vyas Gianneti Creative (VGC), where he was executive vice-president and head, marketing, for a year. An arts graduate from the University of Washington, VGC was his first stint with an advertising agency. He has worked with organisations such as Zee Network and ESPN STAR Sports. At Zee, he was part of the core team that launched the Indian Cricket League.

Being on the client's side is a welcome change, says Seth. "After spending a year on the other side, I have gathered a perspective on how it works within the agency and am better equipped to deal with clients and provide them optimum benefits," he explains.

Seth, who has 14 years of industry experience, says that his immediate focus will be on the second season of the IPL, which will be telecast on SET Max. "Now that it is a known and established product, the challenge is to increase its popularity," he explains.

Sneha Rajani, executive vice-president and business head, SET Max, says in an official communiqué, "In this extremely dynamic and challenging environment, where the road ahead is going to be demanding and exciting, both gentlemen will add impetus to our all-round aggressive plans for Max in the coming years."

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