Mumbai: Vivek Srivastava, who led growth and business operations for Amazon Prime Video in India, will be taking over as the executive vice-president and business head for JioCinema Hindi, as per sources.

Before Amazon, Srivastava held key roles in the media industry, such as president of digital and broadcast at Times Network and head of digital and commercial at Colors, Viacom18. In his new role, he will report to Viacom18 Media Pvt Ltd president of general entertainment Alok Jain.

His appointment comes at a time when JioCinema has surpassed 15 million paying subscribers, following the launch of new subscription plans in April.

Despite being a late entrant in local-language originals, JioCinema aims to grow its subscriber base with affordable pricing. Viacom18's media operations are also set to merge with Star India Pvt Ltd, in a deal valued at ₹70,350 crore, with Reliance Industries investing ₹11,500 crore ($1.4 billion) to support its growth.