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Mehta Moves Up to Lead Sports Strategy
30 May
Summary
- Mitesh Mehta promoted to lead sports pricing strategy.
- He previously spent nearly five years at Sony Liv.
- Mehta brings two decades of digital media experience.
Mitesh Mehta has been elevated to Associate Vice President at Sony Liv, where he will now spearhead the Pricing & Strategy function for the platform's sports division. This promotion follows nearly five years with Sony Liv, during which he played a crucial role in shaping the company's commercial strategies within the dynamic sports streaming sector.
Mehta's extensive career spans almost two decades in digital media, sports marketing, and advertising. Prior to joining Sony Liv, he served as Digital Marketing Manager for Star Sports at Disney Star, gaining valuable experience across India's sports media landscape. His background also includes significant leadership roles at agencies like Mindshare India.
This appointment occurs at a critical juncture for sports streaming, with platforms intensely focused on balancing audience growth, subscription pricing, advertising revenue, and the high costs of premium sports rights. Mehta's expanded role underscores Sony Liv's commitment to enhancing its commercial approach in a highly competitive market.
