Saregama LogoVikram Mehra, Chief Commercial Officer at DTH provider Tata Sky has been appointed Managing Director of music label Saregama India. Mehra will join the company by end of October 2014 and fills the void left by the departure of Surya Mantha, who was previously with Omidiyar Networks.

As per his LinkedIn profile, Mehra was with Tata Sky for around ten and a half years, joining the company in April 2004. At the company, he was responsible for “Subscription Revenue Management, Churn Management, Brand Marketing, New Product Devt, Customer Analytics, Interactive Service Operations, Consumer Research and PR”. Prior to joining Tata Sky, he was with News Corp owned STAR TV as Vice President, before which he was with the Tata group for around seven years.

Mehra has the unenviable task of transforming an old-world music label into a digital business, and more importantly, expanding what is likely to be its core business in the future: films. A move up the value chain is a key means of surviving the switch to digital. Mantha has begun some of this: firstly, he rightly switched the focus of the company from phyiscal sales to digital, so that Saregama would focus largely on digital rights, and brought in a team with experience with both digital and music: including his former colleagues Avinash Mudaliar and Keshaw Sinha.

Mehra isn’t unfamiliar with the digital domain: read this Mint interview with him on Tata Sky’s Everywhere TV, and another one on a Tata Sky referral program on the Tata Group site.