Sathyajith Divakaran
Kochi
Overview
17
17
years of professional experience
Work History
Senior General Manager, Digital
Malayala Manorama Television Ltd.
Kochi
05.2022 - Current
- Built the digital arm of MM TV Ltd., establishing it as the company's future growth driver by creating a digital-focused workplace and ecosystem
- Increased revenue by 197% over five years through strategic pricing, subscription growth, and ad-revenue optimization, positioning MMTV as a leader in regional OTT content
- Successfully launched manoramaMAX, achieving 8% penetration of Kerala’s population at launch and reaching 18% penetration to date
- Led digital deployments for MM TV (manoramaMAX OTT and Manorama News), focusing on subscriptions, ad revenues, technology, and content planning
- Strategized movie acquisitions aligned with market, offering better compensation to production houses than national players, fostering win-win partnerships
- Differentiated manoramaMAX with regional Malayalam-only content to target specific audiences
- Pioneered partnerships to make manoramaMAX accessible globally via platforms like Prime Video Channels, Airtel Xstream, Vi, BSNL, Jio, KCCL, Tata Play Binge, and Watcho (Dish TV)
- Developed UI/UX for manoramaMAX across mobile apps, mobile web, desktops, CTV, STBs, Roku TV, and Apple TV
- Launched and monetized connected TV platforms such as Roku, Apple TV, and Airtel Xstream, driving new revenue streams
- Introduced cost-effective pricing models, profit-efficient partnerships, annual price increases, and smaller pack pricing to sustain customer interest and profits
- Guided a high-performing social media team to establish Kerala’s largest social media presence for MM TV on YouTube, Facebook, and Instagram
- Managed internal and external production teams for web series and entertainment content tailored to regional audiences
- Trained teams to embrace a digital-first culture while navigating organizational challenges in a legacy media environment
- Fostered team morale through individual recognition, team-building events, and by promoting collaboration and resilience under pressure
- Addressed stakeholder challenges to accelerate decision-making and implement an agile workflow
Head of Product & Partnerships
Dentsu India
Mumbai
04.2018 - 12.2018
- Guided clients in digitizing their assets, creating new revenue streams, and securing strategic partnerships to drive growth and digital transformation
- Transformed Suryagarh Luxury Hotels' digital presence and operations, achieving improved market reach
Consultant CXO
DeCirc
Mumbai
09.2016 - 12.2017
- Successfully aligned AI-driven products with market trends, expanding reach in both domestic and international markets
- Identified new market opportunities and secured high-value clients to drive revenue growth and long-term partnerships
- Built teams and integrated innovative content delivery channels like IoT devices and social media bots
AVP, Mobile
Hotstar
Mumbai
12.2010 - 05.2016
- Pitched the multi-screen experience to Star TV's top management, leading to the approval and development of MyStar, the precursor to Hotstar, triggering India’s OTT boom
- This included initiating content exchange deals with international partners and securing sports-related agreements like the IPL
- Delivered Star’s first multi-screen experience at the Star Parivaar Awards in 2011, shaping its digital strategy
- Focused on a premium model for all syndication deals, ensuring prime placement and premium minimum guarantees while avoiding cannibalization of Hotstar’s existing content arrangements
- Led the core team to achieve 500% revenue growth, scaling mobile P&L revenue from ₹8 Cr to ₹19 Cr over four years
- Strategized subscription pricing to initially attract the masses and later transition to premium models
- Secured Star’s largest syndication deal of ₹2 Cr with Yupp TV and monetized STAR properties on global telecom platforms
- Launched Star Sports WAP site and managed exclusive/non-exclusive partnerships with Vodafone, Idea Cellular, and Airtel
- Piloted and designed the Star Plus App, guiding UI development, partner selection, and marketing to create a prototype for future apps
- Gained 0.8M rural users within three months by launching the Star Radio IVR service
- Initiated sports and entertainment deals, including IPL, and developed the framework for digital content monetization strategies
VP, Content
Apalya Technologies (P.) Ltd.
Mumbai
06.2009 - 12.2010
- Launched mobile TV services and secured exclusive partnerships with major telecom providers like Vodafone, Airtel, BSNL, Tata Docomo, and Reliance
- Scaled the business from ₹12 Cr to ₹60 Cr and grew the team to 150 employees
- Managed partnerships with 90+ broadcasters and negotiated significant content deals with Star TV, Sony TV, Venus Music, Tips Music, and Universal Music
- Handled copyrights and other relationships with music companies and the interactions with PPL, SIMA, T-Series etc
AVP, Mobile
UTV
Mumbai
03.2008 - 07.2009
- Transformed the mobile division into the most profitable vertical within the company by expanding mobile offerings
- Led UTV to become one of the largest partners on Airtel WAP and CRBTs on Vodafone and Reliance
- Handled copyrights and other relationships with music companies and the interactions with PPL, SIMA, T-Series etc
Timeline
Senior General Manager, Digital
Malayala Manorama Television Ltd.
05.2022 - Current
Head of Product & Partnerships
Dentsu India
04.2018 - 12.2018
Consultant CXO
DeCirc
09.2016 - 12.2017
AVP, Mobile
Hotstar
12.2010 - 05.2016
VP, Content
Apalya Technologies (P.) Ltd.
06.2009 - 12.2010
AVP, Mobile
UTV
03.2008 - 07.2009
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