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Prerna Vohra Joins BIG FM As Content And IP Licensing Head

Ad Tribe! Bureau2 min read
Prerna Vohra, content and IP licensing head for audio and video at BIG FM

Prerna Vohra has joined BIG FM as DGM for content, IP licensing and partnerships across audio and video, arriving from Kuku FM where she built the licensing function from scratch.

  • New role: DGM, Content, IP Licensing & Partnerships, audio and video, BIG FM
  • Previous: three years and nine months at Kuku FM, building IP licensing and partnerships from nothing
  • At Kuku: a catalogue of more than 20,000 assets across six Indian languages, paid subscribers up sixfold, digital revenue up 40% year on year, acquisition costs down 40%
  • Deals struck with Shemaroo, Viacom18, JioStar, Krafton and Ubisoft, and with Penguin Random House, HarperCollins, Hachette and Storytel
  • Earlier: a decade in publishing, rising to publisher at Bloomsbury India; commissioning editor at Hachette and Rupa

A Publishing Career That Became A Licensing One

Ten years in books before audio is an unusual foundation, and it is the reason the Kuku numbers happened. At Bloomsbury India she delivered 15% year-on-year growth across more than 60 titles. At Hachette and Rupa she commissioned titles that later became Sultan of Delhi on Disney+ Hotstar and Akhada, the source material for Dangal.

Knowing how a book deal is structured, who controls which right and what a rights holder is actually afraid of is not a skill an audio platform can hire easily. It is why her Kuku dealmaking ran in both directions, to gaming and studio partners on one side and to literary publishers and international agencies on the other.

The Prerna Vohra Firsts

Vohra's record at Kuku includes India's first Hindi films released in vertical format, the first simultaneous print-and-audio release, and the first Hindi digital audio commentary for the ICC World Cup.

Those are the kind of things that only get done by someone willing to negotiate a right that does not have a template yet, which is most of the work in this job.

What BIG FM Wants From This

The hire is a statement about where a legacy radio network thinks its growth is. Microdrama licensing, vertical video and multilingual IP are not FM businesses. They are the exact playbook Vohra wrote at a digital-native audio company, and BIG FM is now buying it.

Announcing the move, Prerna Vohra said that over the last 13 years she has built stories across books, audio and video, and that each format taught her something different about how audiences engage, describing BIG FM as a legacy brand stepping into a new chapter.

The open question is pace. Legacy audio brands carry cost structures and approval habits that digital-native rivals do not, and licensing is a business where the second-best offer arrives too late. Few people in India are better placed to test whether that gap can be closed.

More on Ad Tribe People.

#BIG FM#Prerna Vohra#Kuku FM#IP Licensing#Audio#Publishing
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