Career Opportunities: Creative Director, Regional (3437)

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Creative Director – New Initiative 4

Location: Hyderabad| Function: Programming | Reports to: Chief Content Officer

Level: Vice President, Band D1

Position Purpose:

Lead the end-to-end content and promotion strategy for SPNI’s Telugu foray, entailing a digital-first and linear-inclusive approach. Ensure the strategy captures the cultural pulse and emotional frequency of the audience. By bridging creative innovation with data-driven insights, the role aims to drive market share and deep consumer loyalty in a highly competitive landscape across linear and digital platforms. Ultimately, the goal is to build a distinct brand identity that establishes SPNI as a unique premium content destination within the Telugu-speaking community.

Education:

Graduate/Post-graduate degree in Mass Communication or any allied field (creative capabilities will be given preference over educational qualifications for this role).

Experience:

10 to 15 years of experience in the television broadcast industry, with relevant content curation experience.

Reporting Relationship:

Cluster Head, South

Location:

Chennai

Business/Channel/Function: South Regional

Core Responsibilities:

• Scan the diverse cultural landscape of Andhra Pradesh and Telangana to identify untapped storytelling avenues, unscripted shows, and movies that resonate with regional pride and evolving viewer sensibilities.
• Closely track established Telugu players (ETV + ETV Win, Star Maa + Jio Hotstar, Zee Telugu + Zee5, Amazon Prime Video, Netflix) to identify content gaps and build a short- to long-term roadmap that carves out a unique identity for the linear and digital foray.
• In collaboration with the South Cluster Head, ensure the brand voice reflects a contemporary yet culturally rooted Telugu identity, positioning the channel as a “local insider” rather than an outsider.
• Oversee the creation of storylines, casting, and set designs that reflect authentic Telugu life, with a strong focus on linguistic accuracy (dialects) and cultural nuances in costume and production design.
• Develop and filter high-potential content ideas ranging from fiction (soaps/dramas) to non-fiction (talent shows/reality), tailored specifically for local sensibilities.
• Work with Research & Insights teams to understand “Deep South” penetration and urban-rural viewership shifts; devise action plans to attract younger and urban audiences.
• Translate viewership data across linear and digital platforms into creative action.
• Manage relationships with local production houses, directors, and talent, ensuring high production value within regional budget frameworks.
• Integrate brand solutions creatively into content to deliver higher ROI for advertisers.
• Present new show concepts and episodes, demonstrating how each project contributes to making the channel a dominant regional player.

Critical Competencies:

• Deep knowledge of Telugu demographics, dialects, and cultural sentiments that influence households
• Strong understanding of producers and production houses in the market
• Expertise in storytelling, production value, sound, and casting
• Deep understanding of non-fiction formats and production dynamics
• Awareness of global entertainment trends
• Creative thinking
• Customer centricity
• Strong communication skills
• Ability to build impactful partnerships
• Innovation
• Stakeholder management

Performance Measures:

• SonyLIV – Consumer acquisition, retention, and engagement
• Sony Telugu – Channel performance in terms of GRPs and genre market share
• Adherence to strategy: planned vs. actuals
• Show performance

Why Join Us?

CulverMax Entertainment Pvt. Ltd. (formerly known as Sony Pictures Networks India) is home to some of India’s leading entertainment channels such as SET, SAB, MAX, PAL, PIX, Sony BBC Earth, Yay!, Sony Marathi, Sony SIX, and Sony TEN (1–4), among others.

Our entry into the OTT space with Sony LIV brings us closer to becoming a progressive, digitally driven content powerhouse. Our independent production venture, Studio Next, has already made its mark with original content and IPs for TV and digital media.

Our pursuit to Go Beyond continues—and so does our search for people who can take us there.

We are committed to creating an inclusive and equitable workplace where diversity is celebrated through our “Bring Your Own Self” philosophy. We strive to remain an Employer of Choice and have been recognized as:

• India’s Best Companies to Work For 2021 by Great Place to Work® Institute
• 100 Best Companies for Women in India by AVTAR & Seramount (6 consecutive years)
• UN Women Empowerment Principles Award 2022 for Gender-Responsive Marketplace & Community Engagement
• ET Human Capital Awards 2023 for Excellence in HR Business Partnership & Team Building Engagement
• ET Future Skills Awards 2022 for Best Learning Culture & Best D&I Learning Initiative

The biggest award, of course, is the thrill our employees feel when they can tell stories beyond the ordinary.

If you want, I can also localize it further (e.g., more Telugu market competitors, Hyderabad as location, etc.).