MUMBAI: Reliance Entertainment's Big Synergy Media Ltd has appointed Rajiv Bakshi as its chief executive officer.

At Big Synergy, Bakshi will take forward the mantle of enhancing multi-platform reach, driving strategic partnerships & developing the Original Content portfolio.

Speaking about his new role, Bakshi said, “I am incredibly excited to join Big Synergy at this stage of the company's evolution into scripted shows, along with the non-scripted content. Content will fuel the next wave of growth in media. India is one of the rare markets where both television broadcast and OTT platforms continue to demonstrate robust growth. I am passionate about transformative disruptions that change consumer behaviour and will strive to create a competitive advantage and long-term value for the business and our esteemed clients.”

On the development, Reliance Entertainment group COO Shibasish Sarkar said, “We are happy to have Rajiv on board. He comes with a wealth of experience and domain expertise. With his extensive knowledge across the television and digital medium, we are confident that he will be able to further accelerate the growth of the entertainment sector within the group.”

An alumnus of Harvard Business School, Bakshi comes with over two decades of experience and a proven track record across TV, internet, media, telecom and consumer durable industries. He has a deep understanding of broadcast media & OTT, digital, mobile and FMCG industries.

Previously, Bakshi was the chief marketing officer at Intex Technologies where he led the brand strategy across 4 business verticals – smartphones, electronics, durables and accessories.

Prior to Intex, he was at Discovery Networks Asia-Pacific as VP & Head products & marketing, India & South Asia where he steered strategic development and localisation initiatives for a multi-channel portfolio for Discovery Channel serving 100+ million Pay TV households.