In his new role, he will strengthen the revenue stream and the brand for the Mumbai station. Patra will report to Nisha Narayanan, senior vice-president, projects and programming, Red FM.
In an official communiqué, Narayanan says, "Patra has extensive experience across revenue, brand and content domains and will add immense value to the station and the brand. We look forward to his work at Red FM."
Patra says, "Red FM Mumbai has a genre-defining content. I look forward to further strengthening the 'Bajate Raho' proposition of the brand and the exciting times which lie ahead."
Patra joined Viacom18 in 2008 and was handling various responsibilities for MTV. Earlier, he has worked for INX Media and STAR India.
Recently, Red FM Mumbai carried out Malishka Hawa Mein Hai, an activity involving an out of home makeshift studio. Also, the radio channel has revamped its Kolkata station early this month. The content line up of the channel has seen a shift from Bengali-Hindi to all Hindi.