Balaji Telefilms owned video digital streaming business ALT Balaji has appointed Manav Sethi as its Chief Marketing Officer. The streaming platform is expected to launch early this year, and an announcement from the media company says that Sethi will oversee its communication strategy in both India and internationally.

Sethi joins the company from the strife-ridden Getit Infoservices (AskMe), in 2014. Prior to AskMe, he was at Reliance Entertainment from 2006 to 2010. At Getit, he was Group Chief Marketing Officer, and, according to the note shared by Balaji, launched “multiple businesses & brands in India & Malaysia across Yellowpages, Horizontal Marketplace and verticals like Grocery & Furniture, Mobile Wallet and Merchant Lending platform.” At Reliance Entertainment, he had built BIGMaps, the groups ambitious maps play, which was eventually shelved.

ALT Balaji will have a challenging task of competing in a space which is crowded, and is getting even more crowded with time: it will compete against Netflix, Amazon Prime Video, HotStar, Sony LIV, YuppTV, Eros NOW, Vuclip’s Vu, NextGTv, Reliance Entertainment’s Chillx, Viacom18’s VOOT. (Did I miss anyone? It’s hard to keep track.)