MUMBAI: IndiaCast Media Distribution, a JV between TV18 and Viacom18, has appointed Govind Shahi as the business head for its UK and Europe operations.

The company has recently opened a new office in London to manage distribution, marketing and advertising sales for Colors UK and other upcoming channels from the group.

The London office is the third International office, after opening offices in the US and the UAE. It is in line with the group’s overall expansion strategy of taking Viacom18 and TV 18 brands overseas.

Shahi will be managing IndiaCast’s operations in the UK. He will report to IndiaCast COO Gaurav Gandhi.

Gandhi said, “UK is a key market for Indian entertainment, which has been amply demonstrated with the response that we have received for our flagship brand Colors. Given our expansion plans in the market, Govind is best suited, with his understanding and experience of the UK and Europe market, to take our business to the next level.”

Shahi added, "I am delighted to be part of this dynamic team at IndiaCast. Colors has made a tremendous mark in the UK market in a short span of two years. There are exciting plans for expansion into this territory in the near future. I look forward to using my experience and knowledge to the best of abilities for the growth of this fast growing organisation.”

Prior to joining IndiaCast, Shahi was with the Heath Media group as a co-promoter. He has also worked with Zee as business head for Europe operations.