A company statement says Rao will “play a mentoring and strategic role for all the television businesses of Bennett, Coleman & Company Limited and would also focus on development of new Private Treaties Partners.” Rao is relocating to New Delhi this month.
Lulla is taking charge of all the TV businesses comprising of Times NOW, ET NOW and ZOOM Entertainment Network.
Talking about his new role, Lulla said, "Each of the three TV channels in my portfolio are at different life stages. There is Times NOW which has a strong hold in the marketplace, and we need to grow that further, ET NOW, which was launched recently and which we need to catapult into a stronger position and then there is Zoom TV, which is showing healthy growth and which we need to build further. My new role will require growing this platform further, attracting good talent, and building up our partnerships in this space."
Talking to Campaign India, Rao confirmed his move within the Bennett Coleman & Co. Ltd (BCCL) group and added, "I am moving to a non-operational role withing the group to one that deals with strategy and regulatory areas. I would also be involved with Private Treaties."