Viacom18 has appointed Viraj Raje as the head of programming for Colors Marathi.
He will be responsible for managing the channel’s content strategy and creative framework.
Raje moves from Disney+Star India, where he was associate creative director.
Ravish Kumar, head - regional entertainment (Kannada and Marathi clusters), Viacom18, said, “Marathi entertainment, especially on television, caters to audiences with extremely varied preferences - connecting viewers in both urban metros as well as rural parts of the state. Colors Marathi has been paving the path for content that resonates with this diverse audience, bringing stories that are modern yet seeped into the culture of the land. Viraj’s rich experience in the entertainment industry and knowledge about the pulse of the Marathi viewer will help us further enhance the channel’s footprint and bring delight to our audiences.”
Raje said, “Content creators today need to be subservient to the fact that to captivate the audience’s interest, one needs to bring the right balance of novelty and mass appeal. I am excited to embark on this exciting journey at Colors Marathi and look forward to creating unique stories that truly reflect the ethos of the Marathi audience.”
With over 25 years of experience, he has also worked with Reliance - Big Productions, and as a freelance film director.
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Rao is currently CEO of dentsuMB Group India