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MUMBAI: Prashant Shetty is not one to sit idle. Barely weeks after stepping down as executive vice president, ad sales, at JioStar, he has landed the top ad sales job at Zee Entertainment Enterprises, where he will lead the company’s advertising revenue business across both linear television and digital platforms in all markets. It is a swift and telling move, one that keeps one of Indian media’s most sought after revenue leaders squarely in the game.
At Zee, Shetty’s brief is unmistakably ambitious: driving an integrated advertising strategy and overseeing monetisation across the broadcaster’s television network and digital assets, at precisely the moment media companies are racing to build unified, cross-platform sales pitches for brands and agencies. Zee’s own appointment signals as much, coming as the company looks to strengthen revenue leadership and accelerate cross-platform advertising capabilities amid growing advertiser demand for integrated audience solutions.
Shetty’s move brings the curtain down on an almost seven year stint at JioStar, where he was among the key leaders steering the broadcaster’s advertising business and played an instrumental role in strengthening client partnerships and driving revenue growth across marquee entertainment and sports properties. Before that top job, he built his credentials across Star India, Sony Pictures Networks, NDTV and Sakal Media Group, working sales, pricing strategy and integrated advertising solutions across television, news, print, radio and digital.
With over 25 years in media sales and broadcast monetisation, Shetty is regarded as one of the industry’s seasoned revenue leaders, and his experience spanning branded content, sponsorships and integrated media partnerships makes him a rare cross-format operator. For Zee, battling to keep pace with JioStar and other rivals in a consolidating broadcast landscape, landing an executive of this pedigree is a statement of intent as much as a hire.
