Creative Director - Hindi Originals Content, Digital Business
Sony Pictures Networks India
Mumbai, IN
2d ago


The position is responsible for Hindi original content development and programming for the SonyLIV in alignment with the organizations brand positioning and target audience’s preferences and consumption patterns, in order to drive MAU.


The position is expected to have an understanding of consumer requirements, ability to understand target audience and consumption patterns and curate shows for the hindi content that increase SonyLIV potential to enhance revenue, MAU and brand value.



Post-graduate degree in mass communication or any allied degree


12+ years of experience with extensive experience in Digital Content, with relevant content development and curation experience




  • Marketing team
  • OAP team
  • Post-Production team
  • Ad-sales team
  • Research and Consumer Insights team
  • Finance and commercial team
  • Post-production team
  • Production houses
  • Creative talent writers, directors, artists etc.


  • Understanding the existing and evolving needs of the consumer / market trends
  • Understanding of content suited for Digital shows trending in the Hindi market
  • Understanding of existing producers and production houses in the market to be able to choose a right fit for the platform
  • Understanding of content in terms of character building, story-telling, technical aspects of production etc.
  • Creative Thinking
  • Customer Centricity
  • Communication skills
  • Building impactful partnerships
  • Innovation
  • Stakeholder Management
  • Problem Solving
  • Adaptability


    Programming strategy development

  • Scan and understand the existing and evolving needs of the consumer and identify avenues for innovation in shows to help achieve digital strategy for Hindi content
  • Create the programming strategy jointly with the Head and core team members
  • Identify consumer need gap, competitive landscape, trending areas and ideate on concepts which can create value for the organization in line with organizational norms;
  • Identify right partners and then share the brief with the production house; Test the idea and solicit feedback from all stakeholders and make appropriate changes to the idea to ensure higher consumer satisfaction and monetization potential

  • Liaison with research and insights to gauge how the content is being received by the consumers, and devise action plans to ensure greater consumer loyalty and deeper penetration.
  • Pulse of the consumer
  • Target
  • Market share
  • Adherence to strategy : planned Vs actuals
  • Budget management

  • Plan the budget, with phase wise allocation based on detailed planning for various variables of the show; Share the budgets with the commercial team for further processing
  • Discuss with commercial team in case of need to take additional approvals on budgets
  • Review adherence to assigned budgets and effectively manage budgets vis-à-vis the desired content and production value
  • Guide team on cost effective ways of executing plans
  • Adherence to budget : planned Vs actuals
  • Innovations to optimize budgets
  • Project management - review and control

  • Develop and review content / scripts for production, filter and shortlist for further execution
  • Oversee closely the creation of theme of the property, USP, target audience, casting, scripting, set design, costume design and commissioning of content;
  • Identify a production house that will be able to work with the various aspects of the property

  • Present property to Department Head and leadership for their feedback and seek go ahead
  • Track performance of the property with the team on a weekly basis and brainstorm for changes / course correction as required
  • Increase in viewership
  • Consumer retention
  • EBIT
  • Program performance
  • SonyLIV performance
  • Relationship management with partners

  • Evaluate producer / production house to suit the format / script requirements
  • Coordinate with Legal and commercial team to firm up specific high value contracts and negotiations
  • Liaison with key artists on-set and off-set to ensure they adhere to contract and deliverables
  • Coordinate with ad-sales team to share programming strategy (long and short term) to formulate monetization and revenue strategy
  • Liaison with internal OAP team / Marketing team / external agencies to launch campaigns / promos and deploy effective marketing strategy in line with the programming strategy
  • Quality of the content and its alignment with the requirement
  • Marketing effectiveness
  • Adherence to promo schedules
  • Smooth functioning with partners
  • Managing team performance

  • Track team performance at an overall and individual level and provide support / guidance wherever required to ensure achievement of yearly plans
  • Manage effective resource allocation, enhance the capability quotient of team members and drive higher team engagement through appropriate HR interventions
  • Team engagement score
  • Competencies

    1. Educational qualification / Certifications2. Relevant corporate exposure3. Relevant understanding of the industry & business4.

    Career Track Record / Stability5. Functional Competencies6. Takes Initiative / Energizes others with his / her passion7.

    Proactively seeks newer and better ways of operating8. Displays " Can Do" energy / Is resourceful and persistent in overcoming obstacles9.

    Demonstrates accountability and is decisive in taking prudent risks / Stretches to take risks that he / she believes in10.

    Takes responsibility for failures and learns from them / Suggests improvements11. Is comfortable taking hard calls and making decisions for own area12.

    Empowers the team and supports new ideas and data13. Requires minimal supervision and direction14. Is a strong team player, owns & celebrates success of the team or a team member15.

    Strives for excellence as an individual and as a team member16. Has good relationship building skills / interpersonal & communication skills17.

    Anticipates & proactively drives change18. Challenges status quo & pushes persistently for change, simplification & speed19.

    Is respected & inspires respect20. Is a willing listener / Frequently leverages others ideas to improve own work area21.

    Operates with unyielding Integrity22. Collaborates with others in an open and transparent manner23. Does not hesitate to give timely and honest feedback

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