Sun TV Network Limited has appointed Rajiv Rajaram as Head of Content for its streaming platform Sun NXT. In the role, he will own content strategy and work on strengthening the platform’s slate, according to a report by MediaNews4U.
Rajaram announced the move on LinkedIn, writing that he was “happy to share” that he was starting a new position as Head of Content – Sun NXT at Sun TV Network Limited.
Who is Rajiv Rajaram
He joins Sun TV Network after a short spell of self-employment. Before that, he spent close to two years at Sony LIV, which he joined in 2023, where he played a key part in building and strengthening the streamer’s Tamil content slate.
His career spans media, entertainment and advertising. Past stints include Culture Machine Studios, Stray Factory, Capital Film Works – India, Yash Raj Films, OPN Advertising, Radio One, Ogilvy & Mather, Rediffusion Y&R and Moulis Advertising — a rare mix of agency craft, film production and digital content commissioning.
Why this hire matters
Regional-language streaming continues to be one of the most competitive spaces in Indian OTT, and Tamil content is central to Sun NXT’s proposition. The platform sits inside a broadcast group with deep libraries, film relationships and satellite rights across South Indian languages — assets that matter more than ever as national streamers chase the same Tamil, Telugu, Kannada and Malayalam audiences.
Hiring a content head who has already built a Tamil slate at a national streamer is a signal of intent. It suggests Sun NXT wants to move from being a catch-up and library destination to one with a sharper originals and curation strategy.
For marketers, the implications are practical. Regional OTT inventory is where a lot of incremental reach now sits, particularly for categories such as FMCG, auto, BFSI and quick commerce that have exhausted easy growth in metro English-language environments.
What advertisers and planners should watch
- Slate announcements: A new content head usually means a refreshed originals pipeline within two to four quarters. Watch for sponsorship and co-branding windows around launches.
- Tamil-first, not Tamil-dubbed: Audiences increasingly reject lazy dubs. Brands building regional creative should budget for language-native scripting, not just voice-over swaps.
- Broadcast plus streaming bundles: Sun TV Network’s linear reach means combined TV-and-OTT deals are likely to be part of the pitch. Ask for de-duplicated reach numbers.
- Ad tiers and pricing: Regional CPMs are still comparatively efficient. Test now while inventory is competitively priced.
The talent pattern behind the move
Rajaram’s profile fits a wider trend in Indian media: content leadership roles going to people with hybrid backgrounds. An executive who has worked at Ogilvy and Yash Raj Films and a digital studio understands branded content, IP building and audience acquisition in the same conversation — which is exactly what platforms need when content and monetisation teams sit closer together.
For marketing professionals, that is a useful career signal too. The agency-to-platform route is no longer unusual. Storytelling craft, brand-side rigour and platform data fluency are increasingly treated as one skill set rather than three separate ones.
The takeaway
One appointment does not reset a streaming strategy. But it does tell you where a platform is placing its bets. Sun NXT is betting on stronger, sharper Tamil content — and brands looking for cost-efficient regional reach should keep the platform on the evaluation list for the next planning cycle.
Source: MediaNews4U
