Siticable is going through a bout of restructuring what with Zee Telefilms chief executive R.K. Singh and president (distribution) Tony D'silva, putting their imprint on the MSO, which boasts a penetration of 5.5 million homes.

For starters, Zee Telefilms has restructured its distribution operations into four units - Siticable (distribution and development), Direct to operator (its digital bouquet package), ad sales, and Internet through cable.

Changes are taking place even as far as the people heading some activities is concerned. Hari Goenka, who headed Siticable's northern operations for quite some time, has been shifted along with C.S. Arora, another senior executive into the HFC (hybrid fibre coax cable project). Sunil Khanna, who was heading ad sales for Siticable, for more than half a decade has resigned from the company. The company is on the lookout for a replacement.

The operations of the northern and central regions of Siticable have been merged into one with the regional director (north and central) being R. Marwah.

In the south, the operations have yet to be rationalised with two regional directors, one looking after Andhra Pradesh, one after Karnataka. The western region has D.K. Pandey, spearheading Maharashtra while A. Jain looks after Madhya Pradesh and Gujarat. The company does not have a regional director looking after the west as a whole. Neither does it have one for the east. Again, efforts are being made to fill the vacancies.

Singh and D'silva will have to move fast just to stay in place. The reason: even rival Star TV has its eye on the same target, getting lots more cachet with Indian cable TV operators through distribution initiatives.