MUMBAI: Strengthening its sports monetization and digital business divisions, premium streaming platform Sony LIV has promoted Mitesh Mehta to the position of Associate Vice President (AVP), Pricing & Strategy – Sports.
Mehta announced his elevation through a professional update on LinkedIn, describing his tenure over the past year as exceptionally rewarding while expressing gratitude to his senior leadership, colleagues, and external brand partners for their collaborative support throughout his tenure.
Professional Background and Career Trajectory
The internal promotion follows a steady, high-performing tenure for Mehta within the Sony Pictures Networks India digital ecosystem:
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Sony LIV Tenure: Mehta has been associated with the over-the-top (OTT) streaming platform for more than four years. He initially joined the digital network in August 2021, anchoring the vertical as Senior Manager – Pricing and Strategy.
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Prior Media Expertise: Before his stint at Sony LIV, he spent nearly three years at Disney Star, managing strategic media mandates.
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Agency Foundations: Earlier in his professional career, Mehta accumulated extensive media planning and investment experience through key programmatic roles at leading global media agencies, including Mindshare India and OMD India.
Strategic Oversight
In his expanded role as Associate Vice President, Mehta will lead the pricing models, ad-sales monetization frameworks, and commercial growth strategies for Sony LIV’s expanding sports portfolio. With high-ticket international cricket, football tournaments, and marquee athletic events drawing massive concurrent digital audiences, his division will focus on maximizing ad-revenue yields, designing competitive subscription packages, and creating high-value integration opportunities for advertisers on the platform.
