Sanjay Behl to head BIG TV DTH & IPTV operations of Reliance ADA Group

Sanjay Behl, Reliance Communications Group Head Brand and Marketing Operations, has been elevated to the position of CEO for the company's DTH and IPTV operations. He will also continue to hold his current responsibilities where he was a key marketing resource for Reliance ADAG, overseeing corporate architecture.
Sanjay Behl’s appointment at the helm of BIG TV comes at a time when the fastest growing DTH operator is looking at doubling its subscriber base within the next one year to 3 million. BIG TV is on the verge of launching a slew of innovative features. It is also planning to double its channel bouquet from the current 200 to 400 channels and with Sanjay in the lead role, BIG TV will soon reach greater heights in terms of content and competition.
Behl joined Reliance Communications in August 2005. He has been instrumental in driving RCOM’s brand and marketing. He is also a key marketing resource for the Reliance ADA Group. He has been overseeing all brand / marketing activities for mobility, enterprise, home and global businesses of RCOM. Sanjay pioneered a futuristic brand architecture model named “Brand Cube”, which is now IPR of Reliance ADA Group.
An MBA in marketing management from Mumbai University in 1993, Behl started his career with Hindustan Lever Ltd. His ten years at HLL included two years with Unilever's global brand core team for two household care brands. Prior to joining Reliance Infocomm Behl was Head of Marketing for Nokia’s India operations.
Sanjay was voted amongst “Top 20 Young Achievers in India” in Yr.2004 (Business Today) and the “Outstanding Marketing Professional” and “Outstanding Business Leader” in Yr.2005 and Yr.2006 respectively (IITM). Featured amongst “India’s 50 Most Powerful Brand Builders” in Yr.2008.
About Reliance BIG TV DTH

A wholly owned subsidiary of Reliance Communications, India’s largest integrated telecom service provider, offers India’s first fully Digital Home Entertainment Service using MPEG-4 platform, under BIG TV DTH brand. The world’s most advanced MPEG4 DTH technology platform enables BIG TV DTH to offer over 200 TV, Cinema and Audio channels, the highest by any other DTH operator in the country. With 32 exclusive movie channels in English, Hindi and Regional languages, BIG TV DTH offers a choice of 600 new movies every year, unmatched by any DTH or cable operator in the country.
The country’s largest on-ground infrastructure for a Home Entertainment created by TV DTH would enable the company to serve over 5 million new customers every year and will offer multiple price points and packaging BIG offers to suit needs of all customer segments. The state-of-the-art Customer Service mechanism is fully functional and ready to serve a minimum of 50,000 customers every day in 11 Indian languages. Available at launch at 1 lakh retail outlets across 6500 towns, over 2000 exclusive Reliance branded stores, BIG TV DTH is the largest retail rollout of a Home Entertainment Service in India. BIG TV DTH Toll Free Number: 1-800-200-9001; Website: www.BIGTV.co.in SMS BIGTV to 55454.