Vivek Malhotra to head marketing, BIG FM

As part of his new mandate, Malhotra will develop the overall branding and communication strategy for the business, and implement the rollout across the stations.

Reliance Broadcast Network Limited (RBNL) has roped in Vivek Malhotra to head the marketing functions for its radio brand 92.7 BIG FM.

As part of his new mandate, Malhotra will develop the overall branding and communication strategy for the business and implement the rollout across the stations. He will be closely associated with the product, operations, and revenue teams as the radio business charts its aggressive growth for the next phase.

Prior to this appointment, Malhotra was senior vice-president, marketing and research, Bloomberg UTV, where he played a key role in setting up the entire marketing system for Bloomberg UTV and repositioning the product to new brand values. He had the additional responsibilities of distribution, planning, and coordination.

Reliance Broadcast Network says in an official communiqué, "Malhotra brings with him vast experience across marketing, media research, trade management, sales support, AFP solutions, distribution, and corporate strategy. With a strong understanding of business and creativity, we are confident that he will play a key role in leading the team to continue the development and growth of the radio business."

Speaking to afaqs!, Malhotra says, "The appeal of radio as a medium differs strikingly from the other media platforms and so does the understanding of listening time, listenership base, and the opportunity to truly differentiate. With the next wave of growth in radio being very close, and the leadership position enjoyed by the BIG FM network, I look forward to an exciting time and a great learning experience."

Malhotra also had a stint with the STAR News Network, where he led its trade engagement and research unit. He was also instrumental in evolving within TV18, an independent resource centre of creative solutions, media research, and scientific pitching which he later led as a national intelligence unit called The Edge.