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Devika Shiivdasani Joins JioStar as Programming Head for Star Pravah

Ad Tribe! Bureau2 min read
Devika Shiivdasani, joining JioStar as senior vice president and head of programming for Star Pravah in Mumbai

Devika Shiivdasani has joined JioStar as senior vice president, creative and content, and head of programming for Star Pravah, the network's Marathi general entertainment channel. She is based in Mumbai and took up the role in September 2026.

  • Company: JioStar
  • Role: SVP, creative and content, and head of programming, Star Pravah
  • Previously: Senior creative director, Pocket FM
  • Experience: More than 20 years across television, streaming and audio

Devika Shiivdasani's Return To Star

It is a homecoming. Between 2003 and 2007 she was group creative head at Star India, leading creative direction for fiction programming on Star Plus with a focus on weekend content, across mythology, thrillers, fantasy, comedy and slice of life.

Announcing the move, she described it as "coming back to where it all began for me professionally," and thanked Tarun Katial and Deepak Segal, her first managers and mentors at Star TV.

Broadcast, Streaming And Audio

The longest stretch of her career was at Sony Pictures Networks India, from 2009 to 2020, where as vice president, programming she developed and launched fiction shows in family entertainment. She then spent nearly four years at Zee5 as series head for Hindi originals, overseeing series including Sunflower and Abhay from concept to release.

Most recently, from July 2024, she was senior creative director at Pocket FM, leading content development for long-format audio storytelling and OTT-ready adaptations, with a team of senior creative directors, creative producers and writers.

Where It Started

Her earlier credits reach back to the formative years of Hindi daily fiction: creative head at Balaji Telefilms in 2002 and 2003, where she was creative lead on Kyunki Saas Bhi Kabhi Bahu Thi, followed by group creative head at INX Media during the launch of the 9X channel.

Television, streaming originals and serialised audio now sit on one record, which is the range she brings to a regional channel. "Looking forward to creating the same magic all over again," she said.

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#jiostar#appointments#regional content#star pravah#tv programming
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