“Chintamani Rao to lead India TV in emerging a stronger brand,” says Rajat Sharma

“Chintamani Rao will bring in synchronisation among the different departments at India TV,” says Rajat Sharma, chairman and editor-in chief, India TV. “Although all the sectoral heads are doing a great job, we needed a CEO who could lead these teams.”

Sharma was referring to the recent appointment of Chintamani Rao, president, Universal McCann, as CEO, India TV.

Sharma adds, “Rao will be responsible for mainly three departments – marketing, ad sales and distributions. His 31 years of experience will come in handy for the further growth of India TV.”

He further clarifies, “As the editor-in-chief of India TV, I will be personally looking at the editorial department. However, advice from Rao will always be an add-on. We all want to work together as a team.”

Rebuffing the general perspective that although India TV has been successful in creating noise with sting operations and bold news, it hasn’t been successful in converting this noise into revenue, Sharma says, “That was true three months ago, but now we have sold all our inventories.”

Sharma cites the example of ‘Aaj Ki Baat’, which has 13 minutes of ads in a 30-minute programme. So also the chat show, ‘Aap Ki Adalat’. He says, “We are already getting less time for editorial content, we can’t go beyond this.”

Sharma says, “Rao’s years of experience in media buying planning and contacts in the industry will certainly be helpful in generating more revenue for India TV, but his primary focus will be to build India TV as a stronger brand, and beef up the marketing activities.”

Sharma ruled out any chance of restructuring in the company with the new CEO coming on board.

Rao says to agencyfaqs!, “I wanted some excitement in my career, and that is why I have taken up this challenge.”

About strengthening the India TV brand, Rao says, “India TV has grown exponentially in the last few months, but the challenges and the strategy to boost the growth of the channel can only be talked about once I am on board.”

Rao is expected to join India TV by mid-September.

Rao, an economics graduate, has 31 years of experience in the advertising industry, and has been associated with agencies such as O&M and Lintas. He has also worked for a wide variety of blue-chip national and international clients, and even handled account management.

He was also the first one to start India’s first healthcare communications agency and has been successfully directing the media division of McCann-Erickson.

As president, integrated communications, McCann Worldgroup, Rao was responsible for all the non-advertising businesses of the group, including Universal McCann (media), Result McCann (direct marketing and event management), Weber Shandwick (public relations) and McCann Healthcare.

© 2005 agencyfaqs!