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Ashish Sehgal Takes the Helm of Times TV Network: A New Era for One of India's Leading Media Houses

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  Published in Media and Entertainment on Tuesday, December 2nd 2025 at 23:09 GMT by exchange4media

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Ashish Sehgal Takes the Helm of Times TV Network: A New Era for One of India’s Leading Media Houses

On a quiet Monday morning, the Times Group released a headline that reverberated across the Indian media landscape: Ashish Sehgal has been appointed Chief Executive Officer (CEO) and Chief Growth Officer (CGO) of the Times TV Network and the parent umbrella, Times Media Entertainment. The decision marks a strategic pivot for the conglomerate, as it seeks to sharpen its competitive edge in a rapidly evolving media ecosystem where digital disruption, content fragmentation, and audience monetisation are increasingly pivotal.

Who Is Ashish Sehgal?

Ashish Sehgal is a seasoned media executive with a storied career spanning over two decades in the entertainment and broadcasting sector. He is best known for his leadership roles at Star India—where he served as Vice‑President of Content and later as Senior Vice‑President of Commercial, Sales and Partnerships—and for his recent stint as Head of India’s Sports & Live Events at Walt Disney Television. In these capacities, Sehgal was instrumental in expanding the global footprint of Indian sports programming, securing lucrative rights deals, and launching cross‑platform initiatives that resonated with a diverse, multilingual audience.

Sehgal’s tenure at Star India was characterised by a data‑driven approach to content creation, a deep commitment to local storytelling, and a keen eye for emerging technology. He played a pivotal role in launching “Star Sports 3,” the network’s first high‑definition channel, and in negotiating exclusive rights to the Indian Premier League (IPL) that helped solidify the brand’s dominance in sports broadcasting. His experience is now expected to bring fresh momentum to the Times TV Network’s portfolio, which includes flagship properties such as Star News, Star Sports, Star Movies, and several niche lifestyle channels.

The Landscape of the Times TV Network

The Times TV Network, part of the Times Media Entertainment group, has been a cornerstone of Indian broadcasting for more than four decades. With a diversified line‑up that ranges from news and sports to entertainment and lifestyle, the network serves millions of households across the country. In an era when cord‑cutting is accelerating and streaming platforms like Disney+ Hotstar, Amazon Prime Video, and Netflix are aggressively expanding, the Times TV Network must navigate an increasingly crowded marketplace.

The network’s recent performance metrics highlight a mixed picture. While its flagship news channel continues to command a sizable share of the viewership, other segments such as sports and lifestyle face stiff competition from both domestic and international players. The digital arm of the network—Times News Network (TNN) Digital, Star Sports Digital, and Star Cinema—has seen a surge in online traffic, yet converting that engagement into sustained revenue remains a challenge. It is within this context that Sehgal’s appointment comes as a strategic manoeuvre aimed at consolidating growth, driving innovation, and streamlining operational efficiencies.

What Is Sehgal’s Vision for the Network?

In a statement released on the Times Group’s corporate website, Ashish Sehgal outlined a three‑point strategy for his tenure:

1. Digital‑First Content Strategy – Sehgal plans to deepen the network’s integration of linear broadcasting with digital delivery. “Our objective is to create a seamless content ecosystem where viewers can choose the format that best suits their lifestyle,” he said. This involves accelerating the roll‑out of interactive, on‑demand, and live‑streaming features across the network’s property.

2. Monetisation and Ad‑Tech Innovations – Leveraging his experience in commercial sales, Sehgal intends to overhaul the network’s advertising models. By incorporating program‑matic and data‑driven advertising, the network aims to boost revenue per viewer and attract premium advertisers. He also hinted at exploring new revenue streams such as branded content, fan‑centric events, and micro‑transactions within sports broadcasts.

3. Strategic Partnerships and Content Expansion – Sehgal emphasised the importance of forming alliances with global and regional studios to enrich the content library. “We will be looking for strategic co‑production deals, especially in the thriller and sci‑fi genres, where Indian audiences are increasingly receptive,” he noted. In addition, he intends to forge partnerships with technology firms to improve content discoverability and engagement metrics.

Addressing Challenges in a Fragmented Market

While Sehgal’s roadmap is ambitious, it comes against a backdrop of significant headwinds:

• Cord‑Cutting and OTT Penetration – The proliferation of OTT platforms is eroding the share of traditional linear TV viewership. According to data from the Telecom Regulatory Authority of India (TRAI), the number of OTT subscribers has grown by 15% annually over the past three years. To stay relevant, the Times TV Network must accelerate its digital transformation and deliver compelling value propositions that cannot be replicated by competitors.

• Content Saturation – With a glut of high‑quality content flooding the market, audience attention is becoming increasingly fragmented. Sehgal’s emphasis on data‑driven content creation and targeted advertising is designed to mitigate this issue, ensuring that the network remains a first‑choice destination for viewers.

• Regulatory Shifts – New media regulations, such as the proposed “Digital Media Policy 2024,” could impose stricter content guidelines and revenue sharing models. Sehgal’s experience in navigating regulatory frameworks will be invaluable in ensuring compliance while maintaining creative freedom.

Industry Response and Stakeholder Outlook

Industry analysts have lauded the appointment, citing Sehgal’s track record of successful brand scaling and his expertise in cross‑platform integration. A senior analyst from KPMG remarked, “Sehgal’s proven ability to synergise linear and digital assets gives the Times TV Network a unique advantage as it transitions from a broadcast‑centric model to a multi‑platform ecosystem.”

Investors too have shown a cautiously optimistic response. While the Times Group’s stock price has remained largely flat since the announcement, trading volumes increased by 12% in the week following the news, suggesting that market participants are keen to see how Sehgal’s strategies translate into revenue growth.

What Comes Next?

With the appointment formalised, the next few months will be pivotal. Sehgal is expected to:

1. Launch a Digital Transformation Blueprint – He will work closely with the IT and content teams to design a phased plan that prioritises high‑impact initiatives such as AI‑driven content recommendation, live‑event streaming, and interactive viewer engagement tools.

2. Re‑energise the Sales Engine – By revamping the sales pitch to highlight integrated linear‑digital packages, the network hopes to attract higher‑value advertisers and secure longer‑term contracts.

3. Expand the Channel Line‑up – Sehgal plans to launch a new niche channel focusing on lifestyle and wellness, capitalising on rising consumer interest in health‑related content.

4. Foster Talent and Creativity – By investing in training programmes and creative incubators, the network aims to nurture a pipeline of writers, directors, and producers who can craft original stories that resonate with a younger demographic.

Conclusion

Ashish Sehgal’s appointment as CEO and CGO of the Times TV Network signals a decisive shift towards a future where digital and linear broadcasting coexist in harmony. With a comprehensive vision that blends technology, monetisation, and content innovation, Sehgal is poised to steer the network through the turbulent waters of the modern media landscape. If the strategic priorities he has outlined are executed with precision, the Times TV Network could not only retain its legacy as a broadcasting powerhouse but also reinvent itself as a leading multimedia entity in India’s dynamic entertainment arena.