New Delhi: In a bid to drive aggressive growth and expand its existing asset base, leading non-fiction broadcaster Discovery Networks Asia-Pacific on Thursday announced the appointment of Karan Bajaj as senior vice-president and general manager of South Asia.
Bajaj replaces Rahul Johri, who quit Discovery in February and later joined the Board for Control of Cricket in India (BCCI) as its chief executive. BCCI is the country apex cricket administration body. Bajaj will take up the new role with effect from 17 October. He will be based in Mumbai.
Bajaj will focus on introducing new regional and digital products, build broader flagship brands and actively seek inorganic growth opportunities.
In India, the network operates Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science and Discovery Turbo. Its content is focused on science, technology, history and culture.
Bajaj will report to Arthur Bastings, president and managing director of Discovery Networks Asia Pacific.
“India has quickly become one of Discovery’s top-priority global markets. These are exciting times as we strategically step up our investments to take advantage of very dynamic growth in both TV and digital. Karan brings that rare combination of creative flair, a strong instinct for the Indian millennial zeitgeist and a cutting-edge leadership style. His proven track record of scaling businesses and brands speaks for itself," Bastings said in a statement.
Bajaj brings more than 15 years of brand management and digital strategy experience, having worked in Asia and North America. He was most recently with popular baby specialist retail brand Aden & Anais Inc, in New York that manufactures organic products. Bajaj spearheaded marketing, design and advertising as chief marketing officer at the company.
Prior to that, he was in a variety of senior strategy and brand leadership roles at Kraft, Boston Consulting Group and Procter & Gamble Co. He was named among the Top 40 Under 40 US Executive by Advertising Age in 2008.
Bajaj is also a novelist with titles like ‘Keep off the Grass; (2008) and ‘Johnny Gone Down’ (2010) to his credit. In June this year, he had his first international novel release - The Yoga of Max’s Discontent.
Bajaj holds a Master’s Degree in Business Administration from the Indian Institute of Management-Bangalore and Bachelor’s in Mechanical Engineering from Birla Institute of Technology.