MUMBAI: Sahara One Media and Entertainment has appointed Sharmista Rijhwani as CEO of its flagship television channel Sahara One with immediate effect.

Rijhwani has been associated with the media industry for almost two decades. Starting out at The Indian Express where she managed new strategic ventures, Rijhwani has had a tryst with the advertising business too. She spent a decade at Buena Vista where she laid the foundations for the launch of many leading television channels in the country including Disney, ESPN, DIRECTV, Hallmark and Kermit.

She also launched and headed Fashion TV for a short period. Her most recent assignment was with Ten Sports.

Sahara One Entertainment Business head Seemanto Roy said, “We will be looking to benefit from her experience of succeeding in a competitive landscape as we accelerate our quest for sizable growth in the general entertainment space. We will be looking to her to steer our flagship channel with strategic innovations to take it to the next level.”

“The television broadcast industry is entering a very exciting phase in its evolution”, adds Sharmista Rijhwani, “I look forward to leading Sahara One attain its rightful place as one of India’s favorite general entertainment channels, continuing to delight audiences through an offering that is wholesome, refreshing and engaging.”