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Aanchal Maheshwari Joins JioStar To Build Its English Content Business

Ad Tribe! Bureau2 min read
Aanchal Maheshwari, joining JioStar as head of English content and programming

Aanchal Maheshwari has joined JioStar as head of English content and programming, tasked with building and scaling an English and international content business for Indian audiences.

  • Role: head of English content and programming, JioStar
  • Brief: build and scale an English and international content business connecting with Indian audiences
  • Previously: six years at Amazon Prime Video, most recently head of content partnerships for Prime Video Channels and TVOD
  • Earlier at Amazon: head of partnerships for Prime Video Channels, and content acquisition lead for Hindi movies
  • Before that: six years at The Walt Disney Company, across content sales, syndication and media distribution, ending as head of fashion and consumer products commercialisation
  • Also: Bharti Airtel, National Instruments, and a stint as a radio jockey at WorldSpace
  • Education: postgraduate degree from the Indian School of Business, and an ISB Torchbearer Award

What Aanchal Maheshwari Takes On

A category that keeps being declared finished. English programming in India serves a small, valuable and impatient audience, and the economics only work when acquisition is disciplined. The brief names international content alongside English, which suggests the remit is broader than Hollywood output deals.

Maheshwari said on announcing the move that there is so much to do and she cannot wait to get started. No statement has been issued by JioStar.

Why The Background Is The Right One

Because it is all deal-side. Content partnerships, channels, TVOD, syndication and distribution are the disciplines of getting rights in and out at the right price, which is precisely what an English content business lives or dies on. She has done that at both a studio and a platform, which is an unusual combination.

The Prime Video Channels experience is the most transferable piece. Aggregating other people's services inside a platform is a model every large Indian streamer is now building, and she ran it.

More on the company at jiostar.com. More people.

#JioStar#streaming#leadership moves#Aanchal Maheshwari
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