Sun TV Network ropes in Sanjay Reddy

A week after leaving Zee Group, Sanjay Reddy has joined Sun TV Network as senior vice-president. He will head the company's Andhra Pradesh television business, comprising Gemini TV, Gemini Music, Gemini News, Teja TV, Navullu TV and Kushi TV.

Based out of Hyderabad, Reddy will report to Ajay Vidyasagar, who had joined Sun TV Network a few months ago. Reddy took over the new responsibility from yesterday.

At Sun, his key focus will be to strategically manage the business in the AP region, delivering strong viewership and advertising revenue growth, driving distribution focus in partnership with the central network team and bring in best practices into the organisation.

Talking to afaqs! about his immediate plan of action, Reddy says, "The Andhra Pradesh business of the group is in the leadership position. My immediate task will be to consolidate the position and then focus on the growth plans."

Talking about the biggest challenge he has faced in his career, Reddy says, "My stint at Zee was the most challenging phase. I came from a sales background and was given the responsibility of driving the programming and the PnL (profit and loss) to increase the vierwership base, which in turn would result in monetisation."

"When I took over Zee Telugu, it was an insignificant channel, but within the short span of two years, it crossed Maa TV and ETV," he adds.

He feels that the focus has now shifted to regional channels, as they have captive markets. He feels that the southern channels need to focus on the quality of the format of the shows, as well as production values and packaging of the channels. Reddy adds that this is something he has in mind for the Sun Network's AP business as well.

Armed with 20 years of experience in various capacities, including sales, distribution and general management in media and entertainment, Reddy has been associated with media firms like Walt Disney, Sony Entertainment, ESPN Star Sports and Bennett Coleman & Co.

In an official communiqué, Ajay Vidyasagar, COO, Sun Network says, "We have a clutch of channels in Andhra, which includes strong leader brands and have the privilege of being pioneers in the news, music, comedy and kids space with Gemini news, Gemini Music, Navullu TV and Kushi TV, respectively. We are expecting Reddy to bring in a fresh new approach to our business in the AP market and also bring in some of the best practices from the industry. Sanjay will also be working with me on some network-wide initiatives in the monetisation end of the business, using his extensive experience in distribution and advertising sales."