MUMBAI: Balaji Telefilms, the entertainment powerhouse, has promoted veteran finance whiz Viren Trivedi to finance controller, effective immediately. The production giant's board approved the appointment yesterday following a nod from its nomination and remuneration committee.

Trivedi, a chartered accountant by training, is hardly a fresh face at the firm. Having joined the Balaji Group in 2013, he brings over 11 years of financial savvy to his new role. The company appears to be betting on the devil it knows rather than the devil it doesn't.

Before his Balaji stint, the money man cut his teeth at accounting firms Suresh Patni & Associates and Mehta & Vasu Associates, where he honed his skills in everything from tax audits to drafting partnership deeds.

At Balaji, Trivedi has been knee-deep in the company's financial affairs, juggling quarterly financials, liaising with auditors, managing day-to-day funds and authorising payments. He's also had his fingers in the film distribution pie, handling commercials and assisting with revenue deals.