Prasad Shetty is a media sales and marketing expert with over 19 years of experience in content development, management, and operator relationships. He has held several leadership roles managing sales, marketing, content acquisition, and operator relationships for companies in the media, telecom, and banking industries. The document provides details of his career history, roles, responsibilities, skills, and educational qualifications.

1. Phone: +91-77382-80419 E-mail shetty.prasad53@yahoo.in
Jyoti, Building No. - 89, A / 903, Tilak Nagar, Chembur, Mumbai - 400089
PRASAD SHETTY
Strategy, Vision, Success
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Visionary, result oriented and enterprising Media Sales & Marketing Management Expert with a track record in
conceiving, developing and steering projects successfully, backed by 19+ years of hands-on experience in content
development/management and (operator) relationship management
SUMMARY PROFILE
 Strong business acumen combined with thorough knowledge of entire gamut of business management including
Sales, Marketing, Strategy, Operations, Product (Content) Development and Stakeholder Management
 Intensive experience in content acquisition encompassing role playing with content owners, striking deals within
the budgets allocated, working with content in various languages and customizing content to market perception
 Excellent understanding of Telecom [VAS/Data], Broadcasting [Cable & Satellite], Banking [Payment Solutions &
Loans] & Entertainment [Music] industries backed by track record in creating win-win situations for stakeholders
 Exceptional talent in managing operator relationships by assessing customer expectations, understanding the
nature of the content that will be consumed on mobile platforms and customizing it for the platform
 Proficient in understanding and analyzing market, behavior & retail formula, predicting future trends, developing
cost effective products, identifying, forging and nurturing partnerships to ensure success
 Adept in formulating innovative sales strategies, identifying target segments, associating with high potential
channel partners and designing sales delivery process to achieve/surpass organizational expectations
 Successful leader with skills for heading internal/external teams by managing their psyche, identifying individual
skills, delegating effectively, providing directions, monitoring regularly and appreciating rightly to deliver results
 Exceptional aptitude for establishing relationships with key decision makers, and securing buy-ins from senior
management and stakeholders by presenting ideas clearly and convincingly
 Personal Info: Indian, Born on 26 Nov 1974; Language skills in English, Hindi, Tulu and Marathi
CAREER SNAPSHOT
FUN ON GO Business Head – Content Acquisition & Telecom Relationships Aug 2015 – Present
 Complete charge of content acquisition and management of direct operator relationships on a pan India level
for India’s largest content aggregator and platform manager enterprise
 Handle content acquisition in all formats for 10 languages (English, Hindi, Marathi, Punjabi, Bengali, Tamil,
Malayalam, Kannada, Telugu) – currently involved in the development of the Mobile App ready for launch
 Manage operator relationships – convince them for business alliances by pitching the business concept and
presenting the value propositions – working on all operators going live in 100 days
 Streamlined all the content partners by starting with a laundry list of 120+ partners and bringing it down to a
chosen 25 after performing KYC & SWOT analysis – adding a new list of partners adhering to the parameters
 Tackled the major challenge of on boarding all operators – lead product testing, browsing services, and content
acquisition (all genres, categories, languages) by working with a team of Programming & Content Customization
 Select Categories: Bollywood, Cricket, Devotion, Erotic, Fashion, Games, Infotainment, Jokes, Kids, Parties,
Agriculture, Comic, Education, Family, Health, Fantasy, Drama, History, Diet, Quiz, Radio, Ringtone
SHOTFORMATS DIGITAL PRODUCTIONS PVT. LTD. Business Head Jun 2009 – Aug 2015
 Responsible for business development, content acquisition and revenue generation for the integrated media
content house servicing telecom operators (Airtel, Aircel, Idea, Tata, Reliance, Vodafone, BSNL, Uninor, MTS)
 Accountable for digital distribution through the D2C (Direct to Customer) mode - devise strategy and appoint
distributors/retailers to capture the market
 In charge of creating compelling products across Devotion, Astrology, Cinema, Cricket and Love, and
categorizing products rightly to ensure display of apt, related content
 Recognized the future of data in mobile and steered development and pitching of products in the direction at an
early stage (in 2013) when the mobile data sector was still nascent
 Understood data compliance/regulatory changes happening in the industry, built intelligence around it and
enabled migration from voice to data by developing and marketing suitable products
 Established best of relationships in the market, and ensured proper support and timely payments to ascertain
best of conversions to garner best traffic and browsing time

2.  Responsible for devising content production strategies, churning new products, coordinating with Intellectual
Property owners, acquiring content at effective/justifiable cost and optimizing valuation/activation of services
 Head the team efforts (operations, strategies, implementations) of 3 key revenue generating verticals – Sales,
Marketing and Content, and ensure content is created in line with consumer trends
 Accountable for forging relationship with content partners including Tips, Sony Music, Universal, Saregama, Star
TV, Zee TV, Sahara, Venus, Eros, Times Music, ETV, Viacom, Film Producers and Regional Repertoire
 Instrumental in clinching exclusive deal with Sony for entire India; core member of the company responsible for
transforming the start-up into acquiring preferred partner status among operators
 Spearheaded the foray into retail operations, launch of content focused initiatives, and deeper market
penetration through cable operators and Internet Service Providers
 Created a flagship product out of Talkies (generating Rs. 30 Crores) by partnering with all operators – led efforts
for development of Video Talkies (short films) catering to a wide range of domains
 Launched a full-fledged call centre to acquire customers through VoC, by sharing base with operator and thus
establish stability across products
 Major Roll-outs of end-to-end entertainment products catering to Astrology, Cinema, Cricket, Chat, Devotion –
Talkies (Audio & Video), TV (Video & Audio), Viacom, Comedy, Dialog Bazzi, Islam, Regional Base Portals
RELIANCE BIG BROADCASTING IND PVT. LTD. Regional Head – West Sep 2008 – May 2009
 Spearheaded the design of business and distribution strategy for Cable & Satellite Business for analog
distribution, by launching channels through Hub & Spoke model for emerging markets in the western region
 Involved in the identification of major distributors with the potentiate to acquire and service small players, as
well as in the identification of other Reliance business segments synergizing with the Cable & Satellite Business
 Conducted extensive research through market visits to understand market behavior and local trends/preferences,
and helped design offerings (number/cost of channels, premium products, packaging)
HDFC BANK Asst. Vice President – Sales West Mar 2006 – Sep 2008
Career Progression: Vertical Head – DSA/DST pan India [Mar 2006 – Apr 2007] >> Regional Head – West Telesales
[Apr 2007 – Mar 2008] >> Regional Head – West Retail [Apr 2008 – Sep 2008]
 Headed business operations for sales of Credit Cards and cross sales of allied products, through three major
verticals [DSA/DST, Telesales, Retail] for West region comprising of over 175 branches
 Part of the most ambitious mobile wallet project between HDFC Bank & Reliance Money; maintained lowest cost
of acquisition in the branch vertical for credit cards in 2008
 Enhanced gross approval rate in second largest vertical [Telesales] from 65% to 75% through proper training
and DSA/DST credit card sales contribution from 10% to 13% without compromising on cost & productivity
RELIANCE INFOCOMM LTD. Zonal Manager – Retail Sales Sep 2004 – Feb 2006
 Handled Direct & Indirect Channel and Franchise Development – appointed DSA, DST, Distributor, Web World
and Web World express for generating revenue through sales of prepaid, postpaid & cordless phones
 Secured lowest churn ration in Mumbai by identifying and attacking the basic reasons for churn; played a crucial
role in making New Mumbai Zone the 3rd
highest ARPU contributor in post paid business
 Managed one of the most cost effective Web World & Web World Express distribution business in Mumbai Circle;
expanded from 3 to 14 Web World Express within a short span of 15 months, along with highest ROI
UNIVERSAL MUSIC INDIA LTD. Marketing Manager – Domestic Back Catalogue Mar 2003 – Aug 2004
 Responsible for managing Domestic Catalogue business ensuring month-on-month revenue generation by forging
alliance partner relationships, constantly reviving catalogues and effectively managing the product mix
 Managed newly formed Strategic Marketing (USM) initiative; improved health of T2B (Topline-to-Bottom-line)
ratio, successfully tackling the key challenge of generating more revenue with less investment
SONY MUSIC ENTERTAINMENT Assistant Manager – Sales & Distribution Feb 1997 – Mar 2003
Career Progression: Sales Executive [Feb 1997 – Feb 1998] >> Territory Sales-in-charge [Feb 1998 – Mar 2000]
>> Asst. Manager – Sales & Distribution [West]
 Held responsibilities of sales, collection & network development for the region – tapping marketing avenues for
Distribution Management & Retail Development, monitoring sales growth and enhancing coverage/reach
 Recognized and appreciated for my talent to sense pulse of customer and develop products in line with consumer
preferences; forged business relations with several Super Key Accounts in Western Region
EDUCATION OVERVIEW
 M B A [Marketing] from Wellingkars Institute of Management & Research Study, Mumbai University 1996
 B Com [Accounts & Economics] from South Indian Education Society College, Mumbai University 1994