SATYA PRAKASH
New Delhi
Summary
Experienced OTT and digital content strategist with deep expertise in regional content, creator management, and platform scale-up. Proven track record across Watcho, 17LIVE, TVOne/ReelPix, TikTok, and HT—achieving 21M+ user acquisition, revenue growth, and managing 6k+ creators in 10 languages.
Overview
15
15
years of professional experience
Work History
Content Partnership & Stretagy Head
Messy Desk Media Pvt Ltd (TVOne & ReelPix Short Drama)
11.2023 - Current
- Leading content strategy and partnership development for TVOne and ReelPix Short Drama app, a Russia-based OTT platform, focusing on curating and scaling diverse regional content.
- Accelerated platform revenue growth by driving high-value content partnerships and launching top-performing regional catalogs that boosted subscriptions and viewership monetization.
- Played a key role in revenue scale-up by aligning content acquisition strategy with market demand, expanding multi-language offerings, and improving overall content ROI.
- Successfully onboarded 20+ major production houses across multiple Indian languages, including Hungama, Eros, Shemaroo, and Ultra, enhancing the platform’s multilingual content offerings.
- Sourced and acquired 200 hours of digital content from independent creators and studios, ensuring a consistent pipeline of high-quality, engaging media assets.
- Driving end-to-end partnership cycles from negotiation and content creation to delivery and performance tracking to align with platform growth objectives.
- Collaborating with cross-functional teams across geographies to expand content categories, improve user engagement, and increase viewer retention.
Watcho OTT Divisional Head
DISH TV INDIA PVT LTD
07.2022 - 09.2023
- Orchestrated affiliate-based CPI campaign, successfully acquiring more than 21 million users.
- Achieved a 15% improvement in personalized content discovery through data analysis.
- Led content curators and UGC moderators to maintain high standards.
- Expanded platform’s content library by 40% through strategic partnerships.
- Enhanced user interface using A/B testing, leading to a 10% rise in engagement and a 12% improvement in session length.
- Supervised 9 members in executing performance marketing campaigns.
- Directed complete product lifecycle, spanning conceptualization to market launch.
- Formulated strategies to expand market share of OTT offerings.
- Identified and prioritized key partners within telecommunications, ISPs, OTT aggregators, and FAST TV platforms.
- Partnered with product, IT, and marketing teams to identify key features.
- Executed strategic partnership plans to onboard new partners.
- Led negotiations and finalized partnership agreements, including distribution deals, app integrations, revenue-sharing models, and promotional collaborations.
- Coordinated with Business Development, Product, Engineering departments for smooth partnership integration.
- Optimized collaborations for improved performance and conflict resolution.
- Monitored industry trends, competitive landscape, and market dynamics to spot potential opportunities.
- Delivered actionable insights to senior management based on comprehensive analysis of performance data.
- Promoted a culture of innovation, encouraging team members to propose new ideas and solutions to business challenges.
- Managed a team of senior managers, fostering a culture of high performance and continuous improvement.
Senior Director Content Operation and Partnership
17LIVE INC (MEME LIVE)
12.2021 - 07.2022
- Oversaw Indian market operations with a multidisciplinary team of 42 members.
- Enhanced watch time, chat activity, and social interaction of viewers by 7% to 25%.
- Secured over 5 million users via CPI campaign using performance marketing agencies.
- Increased the revenue of Coin Purchase (>15%), Coin Selling (>30%) and virtual Gifting (>25%)
- Elevated overall revenue by 18%.
- Optimised the Content Performance matrices like Stream/Video Popularity, Retention rate (>35% increase in time spent of user) and Introduced 07 New Categories like, Health, Astrology, Emotion, Gossips (Entertainment) Etc
- Boosted The Daily Broadcaster numbers by 62%, rising from 1000 to 1600.
- Onboarded over 21 Bollywood A-level and B-level celebrities for special live broadcast events.
- Executed monthly CPI campaigns to secure 3,50,000 acquisitions.
- Launched multiple social media and influencer campaigns to boost platform visibility.
- Led strategic planning initiatives, driving organizational growth and enhancing operational efficiency across departments.
- Oversaw the development and implementation of comprehensive business strategies to meet long-term objectives.
General Manager - Content
Beyondlife.club/RDX Play App
06.2021 - 12.2021
- Established the Short Video app(RDX Play)
- Reached 1million MAU active base within 5 Months
- Led the team of 25 members in Content Operation (12), Content Moderation (14), and Product/Marketing team (4)
- Launched India’s first NFT of a Bollywood superstar, Amitabh Bachchan, on Beyondlife portal and the NFTs got sold with a record amount of $10M
- Brand Collaboration with Chicago Pizza and Relaxo Footwear run the promotion-based campaign through Influencers
- Promoted NFT campaign across the social and Digital media for the auction reached 450m people across the platform
Content Strategist & Campaign Manager
Bytedance Ltd. (TikTok and Helo India)
05.2018 - 01.2021
- Assisted in the development of application features and uses.
- Led a department in charge of 10-language content for the UGC Helo and TikTok app, supervising 43 employees.
- Used CAT and Tableau for the inspection and improvement of nearly 20,000 user-submitted videos each month across multiple Indian languages.
- Oversaw & reviewed the classification of video content, regulations, quality optimization, and push operations
- Monitored both online & offline event campaigns to promote and actively engage users on the Helo application
- Established the campaign’s creative theme by collaborating with designers, writers, creators, and influencers
- Monitored and calculated the in-app campaigns & standards via the internal data sources platform
- Led the sports & news category and revised three major presentations in a week by collaborating with cross-functional teams
- Communicated with team members to build ideas and execute the vision effectively
- Formulated bi-monthly targets and executed the plans for promotions in compliance with organizational strategy
- Furnished application standards by setting targets and ensuring high quality of creators, community & celebrity operations
- Successfully onboarded 6k+ creators, influencers, and celebrities on the platform
- Enhanced user engagement, elevated user retention, and identified critical indicators by tracking performance of the content
- Ensured compliance, verified contracts, and negotiated prices for paid celebrities before onboarding the platform
Content Strategist
AliBaba (UC Browser India)
06.2017 - 05.2018
- Assisted we-media writers and journalists in creating content as per the requirements for the UC news platform
- Established We-media platform by onboarding 80K+ freelance Journalist and writers to create the content for UC News app and UC browser news feed
- Edited & uploaded 10 daily news through CMS while maintaining a high-level accuracy in the editorial operations
Sub Editor
Hindustan Hindi Newspaper
09.2015 - 05.2017
- Collaborated with team members to scrutinize and pick suitable contents from ~400 copies of news uploaded on a daily basis
- Applied SMO techniques to generate minimum traffic of ~15k per session on Google Analytics
- Directed the hyper local team of Hindustan Hindi Newspaper and segregated viral news for national interest
- Procured news for the website from 4 Hindi speaking states viz Bihar, Uttar Pradesh, Jharkhand, and Uttarakhand
Correspondent
Newzstreet Media Pvt. Ltd. - Nyoooz
03.2013 - 06.2014
- Provided news capsules to Yahoo.com, covered the '14 Lok Sabha election in Delhi, and interviewed political leaders
Assistant Producer
Shagun TV
09.2011 - 01.2013
- Created 2 family shows on the channel viz Shaadi Vyah Aur Nikah and Ye Rishta Pyar Ka
Assistant Producer
ETV
01.2011 - 09.2011
- Produced the famous show Sacchi Baat by Prabhu Chawala
- Presented production ideas and determined creative scenarios for production and delivery.
- Developed schedules for production, editing, and duplication for timely delivery.
Education
Master of Arts - Journalism & Mass Communication
Manav Rachna International University
Faridabad, India05-2011
Bachelors of Arts - Geography
MDU
Gurugram06-2009
Skills
- Campaign execution and oversight
- Regulatory compliance
- Product marketing initiatives
- Effective brand messaging
- KPI analysis and reporting
- Contract review expertise
- Vendor management
- Targeted advertising procurement
- Talent sourcing proficiency
- Data analysis with Google Analytics
- SEO performance analysis
- Expertise in CAT tools
- Tableau analytics experience
- Proficient in CleverTap& MoEngage
- Social media optimization
- Business growth initiatives
Timeline
Content Partnership & Stretagy Head
Messy Desk Media Pvt Ltd (TVOne & ReelPix Short Drama)
11.2023 - Current
Watcho OTT Divisional Head
DISH TV INDIA PVT LTD
07.2022 - 09.2023
Senior Director Content Operation and Partnership
17LIVE INC (MEME LIVE)
12.2021 - 07.2022
General Manager - Content
Beyondlife.club/RDX Play App
06.2021 - 12.2021
Content Strategist & Campaign Manager
Bytedance Ltd. (TikTok and Helo India)
05.2018 - 01.2021
Content Strategist
AliBaba (UC Browser India)
06.2017 - 05.2018
Sub Editor
Hindustan Hindi Newspaper
09.2015 - 05.2017
Correspondent
Newzstreet Media Pvt. Ltd. - Nyoooz
03.2013 - 06.2014
Assistant Producer
Shagun TV
09.2011 - 01.2013
Assistant Producer
ETV
01.2011 - 09.2011
Master of Arts - Journalism & Mass Communication
Manav Rachna International University
Bachelors of Arts - Geography
MDU