Sunil Sahjwani takes over as national programming director, 92.7 Big FM

Sahjwani will work with Soumen Choudhury, business head, Big FM

Reliance Broadcast Network's (RBNL) radio arm announced the appointment of Sunil Sahjwani as national programming director for its radio business, Big 92.7 FM.

At the helm of the creative programming team spread across 45 stations of India, Sahjwani will work with the corporate team on the programming strategy, its execution and sales enablers. In his current profile, he will work with Soumen Choudhury, business head, Big 92.7 FM.

Sahjwani graduated from the Parsons School of Design, New York, after which he began his career in advertising. He spent more than a decade with leaders in the market such as RK Swamy BBDO and Genesis, amongst others.

When his career saw television beckoning, he played an instrumental role in launching Channel V in India. His career, spanning more than 20 years, also involved a stint as creative director at Percept Picture Company. The company went ahead to produce more than a dozen box-office hits including Corporate, Malamal Weekly and Page 3 under his leadership as chief executive officer.

Sahjwani's last assignment was with the Bennett Coleman Group as chief creative consultant, where he was instrumental in revamping Zoom and offering creative insights to Radio Mirchi.

Addressing the development, Soumen G Choudhury, business head, Big FM, says, "Sahjwani's expertise lies in building on ideas through careful observation of business models that could range from a road-side 'chai-wala' to a successful businessman," adding that Sahjwani's uncanny ability to understand the pulse of the audience and thereby tailor-make the entertainment and music that they seek, promises to give the company an edge that will allow it to offer listeners across the country an acoustic treat.

"This also gives advertisers the best media platform to reach out to their audiences," adds Choudhury.

Sahjwani conveys, "Radio is just a theatre of the mind and sound has no boundaries. There are tremendous opportunities and a lot of potential that is yet to be tapped. Radio is still in its 'embryo stage'."

Adding a word about his mandate as national programming director, he says, "My endeavour, as I take on this new role, is to ensure that both listeners and the industry give radio the true glory it deserves."

It may be noted that Sahjwani is the recipient of several awards including the US Young Achievers, Ad Club, Raapa and Promax awards.