As the country enters the digitisation spree, distribution will play a significant role. Most players are thus gearing up to strengthen this aspect of their businesses. In its turn, TheOneAlliance (also known as MSM Discovery) has taken on board Rohit Arora, erstwhile director, marketing at ESPN-STAR Sports to steer its DTH business. He joined the company on January, 7 as senior director, business development. Arora will report to Rajesh Kaul, president, TheOneAlliance.
Arora had joined ESS as area sales manager in 2000 and handled the regional revenues as a part of the affiliate sales division. He also looked into the distribution of the channels. In 2004, he was promoted as director, marketing at the organisation. His key responsibilities included leading the marketing team at ESS India.
At TheOneAlliance, Arora will handle the DTH business for the company. About switching the positions to the other side of the table, Arora says that it will indeed be an extension to his previous mandates. "I have worked closely with the DTH platforms already, be it for the viewership enhancement or to improve channel distribution," he adds.
He is positive about the second phase of digitisation and believes that the time to be apprehensive is gone. He says, "Digitisation has to be pulled in such a manner that it is beneficial to all the stakeholders. The much awaited transition is now a reality and we all have to live it."
Arora, an MBA in marketing from Pune University, started his career with Daewoo Motors India as executive, sales in 1997.