Ajay Bhalwankar to Lead Key Content Cluster as Sony Pictures Networks India Recasts TV-Digital Leadership Model

Sony Pictures Networks India (SPNI) has overhauled its leadership structure as part of a strategic shift towards a more integrated linear-and-digital operating model, aimed at creating seamless consumer experiences and strengthening revenue generation across platforms.

Ajay Bhalwankar to head diversified content cluster

Under the new framework, Ajay Bhalwankar has been entrusted with leading a diversified content cluster comprising Sony SAB, the network’s movies portfolio, its free-to-air (FTA) channels, and infotainment networks.

In his expanded role, Bhalwankar will oversee end-to-end responsibilities spanning content planning, programming strategy, marketing and on-air promotions across both television and digital platforms, giving him full ownership of the cluster’s creative and commercial direction.

Focus on scalable, advertiser-friendly genres

The realignment brings together some of SPNI’s most scalable and advertiser-friendly content categories, including family entertainment, films and factual programming. Company executives said the consolidation is designed to unlock synergies across portfolios while delivering consistent brand positioning and content experiences for audiences, regardless of the platform they choose to watch on.

By housing these genres under a single leadership umbrella, SPNI is seeking to streamline decision-making, optimise content investments and improve the network’s ability to package offerings for advertisers across linear TV and digital services.

Driving accountability and sustainable growth

The leadership reset also reflects SPNI’s broader push to consolidate creative and operational accountability within its content teams. The company believes the new structure will sharpen its focus on audience relevance, improve execution speed and support long-term, sustainable growth across genres in an increasingly converged media environment.

The move comes as broadcasters and streaming platforms intensify efforts to blur the boundaries between television and digital, responding to changing viewer habits and the growing demand for integrated advertising and distribution models.