Shalini Behl is channel head at What's on India

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 03, 2010
Behl joins from Reliance Big TV; she has diversified work experience in ad agencies, media marketing, content acquisition and revenue functions

Shalini Behl has joined India's first TV guidance channel, What's on India, as channel head. She will report to Atul Phadnis, founder and promoter, What's on India. Behl has 15 years of experience in a wide range of areas including advertising, media marketing, content acquisition and revenue functions.

Talking about her responsibilities at What's on India, Behl says, "The whole idea of working with What's on India, India's first TV guidance channel, seems unique compared to the past experiences. The channel's origin is an unusual concept to start with, where I will manage the programming, distribution, marketing, on air functions and will supervise the daily routine of the channel."

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The earlier part of Behl's career was spent at prominent advertising agencies such as TBWA, DDB Mudra and DraftFCB Ulka, where she worked for brands such as LML, Maruti, NIIT and Dabur. Her liaison with the advertising world lasted for seven years.

Subsequently, she joined the Zee Group and worked for various channels under the brand. She started in the marketing team at Zee Turner, later shifting to Zee TV and leaving the company as marketing head, Zee Cinema. During her tenure at the organisation, the brand achieved many important media innovations and tie ups with key FMCG brands.

Behl's stint with Sony Entertainment Television started soon after Zee, where she worked as assistant vice-president for the marketing team and handled the brand management for the channel. Also, she played a major role in launching shows such as Indian Idol, Aisa Des Hai Mera and Thodi Khushi Thode Ghum.

Her next stop was at Reliance Big TV as content acquisition head, handling the revenue function of VAS services and launching all the interactive services on the platform.

"It's a comeback to media with What's on India as my foundation got strong at both Zee and Sony. Now, the same passion has brought me back to where I belong," comments Behl.

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