NEW DELHI: After an exciting spell of selling sports and movies, Sanjay Reddy left Sony Entertainment TV India to join Rajat Sharma's company to sell and market news for the proposed India TV news channel, which is slated to be launched soon in the run-up to the general elections.
Reddy, the ad-sales head for Sony India in south has now moved to Delhi to a much bigger role to be the head of sales and marketing for India TV, a separate venture and company being started by ace TV personality Rajat Sharma and his associates.

Reddy has an experience of almost 14 years in the media, according to a statement from India TV, which says that Reddy brings along a rich experience of his stints with The Times of India, ABNi (now CNBC TV 18), Siti Cable, ESPN, Star Sports and Set India (Sony, Max, HBO and AXN).

"When Rajat Sharma told me that India TV is not merely a news channel, it is a mission, I realized my dreams had come true," Reddy has been quoted in the statement as saying.

According to Reddy, the efforts will be to make India TV into a mass based channel to the extent possible.

But Reddy and India TV would have to contend with established players like Aaj Tak, Zee News, Star News and even DD News not necessarily in that order.