JioStar Sales Rejig Team as Pavithra KR Takes Over Key Portfolio

JioStar has realigned key responsibilities within its entertainment advertising sales team following the departure of senior executive Prashant Shetty, with Pavithra KR taking over his portfolio as part of the internal leadership reshuffle, according to people familiar with the matter.

Pavithra, currently Executive Vice President, Entertainment Ad Sales – Hindi Movies, Kids, Niche and Youth Music Entertainment (YME), will now also oversee Free-to-Air (FTA) General Entertainment Channel (GEC) sales, significantly expanding her mandate within JioStar’s entertainment business.

Pavithra KR Gets Expanded Sales Mandate

As part of the restructuring, Pavithra will assume responsibilities previously handled by Shetty, while continuing to play a key role in JioStar’s entertainment advertising sales organisation.

Her expanded portfolio will include FTA GEC sales, an important advertising vertical for the broadcaster given the reach of free-to-air entertainment channels across Hindi-speaking and regional markets.

FTA channels continue to play a significant role for advertisers across categories such as FMCG, consumer durables, retail and government campaigns seeking mass-market television reach.

Seethalakshmi Iyer Takes Over Additional Portfolio

In a parallel leadership move, Seethalakshmi Iyer, Senior Vice President, Entertainment Ad Sales – Tamil and Malayalam, will assume Pavithra’s previous portfolio comprising the Kids, Movies and MTV businesses, according to sources.

The expanded mandate brings together Iyer’s experience in regional advertising sales with additional responsibilities across national entertainment brands.

The redistribution signals JioStar’s focus on maintaining leadership continuity by expanding the responsibilities of experienced executives within the organisation following Shetty’s departure.

Prashant Shetty Moves to Zee Entertainment

The sales realignment follows Shetty’s move from JioStar to Zee Entertainment Enterprises Ltd. (ZEEL) as Head – Advertisement Revenue, Broadcast & Digital.

At Zee, Shetty reports to Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, and has been tasked with driving advertising revenue across the broadcaster’s linear television channels and streaming platform Zee5.

His mandate includes accelerating revenue growth, strengthening strategic client partnerships, expanding market share and developing an integrated monetisation strategy spanning broadcast and digital platforms.

JioStar Focuses on Internal Leadership Continuity

The redistribution of Shetty’s responsibilities indicates JioStar’s preference for leveraging existing leadership talent to maintain continuity across its entertainment advertising business.

Pavithra has been a key executive overseeing sales across Hindi movie channels, kids programming, niche entertainment and youth-focused music brands. The addition of FTA GEC sales gives her responsibility for a broader and strategically significant portion of JioStar’s entertainment advertising portfolio.

Meanwhile, Iyer’s expanded role further strengthens the company’s internal sales leadership structure by combining her regional market experience with additional national entertainment properties.

Reshuffle Comes Amid Post-Merger Integration

The leadership changes come as JioStar continues to streamline its commercial operations following the integration of the former Disney Star and Viacom18 businesses.

Since the integration, the company has been consolidating sales structures, redefining reporting lines and aligning business units as it develops a unified advertising organisation across television, digital and sports.

The latest changes are aimed at maintaining advertiser relationships and ensuring continuity across entertainment ad sales following Shetty’s departure.

Competition Intensifies for Advertising Leadership

JioStar operates a large entertainment portfolio spanning Hindi general entertainment, regional channels, movies, kids programming, music, infotainment and sports.

The movement of senior sales executives between JioStar and Zee Entertainment also highlights growing competition for experienced advertising leaders as broadcasters increasingly focus on integrated revenue strategies combining traditional television with digital streaming platforms.

For Zee Entertainment, Shetty’s appointment strengthens its advertising leadership as the company seeks to build a more integrated monetisation strategy across broadcast and digital.

JioStar did not immediately respond to queries seeking comment on the internal leadership changes, while ZEEL had previously announced Shetty’s appointment through an official statement.

The Bottom Line

Pavithra KR’s expanded mandate marks a significant internal leadership realignment at JioStar following Prashant Shetty’s departure. With FTA GEC sales added to her responsibilities and Seethalakshmi Iyer taking charge of the Kids, Movies and MTV portfolio, JioStar is redistributing key sales responsibilities among experienced internal leaders as it continues to integrate and strengthen its advertising operations.