Sunny Saha

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Soumitra Saha
Residence  Hong Kong
Known for Asia Pacific TV Broadcasting, and Kids Television
Spouse(s) Poonam Saha

Soumitra ‘Sunny’ Saha (born August 1972) has been Senior Vice President and Managing Director of Turner Broadcasting System’s (part of Time Warner) Southeast Asia Pacific business, and the General Manager of its Kids networks in Asia Pacific.

Early life[edit]

Saha was born in Mumbai, India. His early education was in Mumbai, and he completed his Bachelor of Engineering in Industrial Electronics, and MBA in Marketing from University of Pune, India.

Career history[edit]

Summary[edit]

Since joining Turner Broadcasting in September 2000, Saha led, in turn, advertising sales and research for India & South Asia; the Asia Pacific regional advertising sales, promotional licensing, marketing, interactive and research teams; all kids and general entertainment networks across Asia Pacific; and most recently the company’s business for Southeast Asia Pacific. He had strategic oversight of Turner’s kids business across the Asia Pacific region. He launched several TV channels, built five kids brands in the Asia Pacific region, and expanded Turner’s portfolio by developing general entertainment brands in India, Japan, Korea and Southeast Asia.[1]

Early years, IMRB[edit]

Saha began his career at Indian Market Research Bureau as a Research Executive in 1995. He was part of the team that launched TAM Media Research in India, one of the most comprehensive TV audience measurement services in the world. During his tenure, Saha trained professionals of the Indian media industry (broadcasters, advertisers, media agencies and analysts) on audience analytics and planning.

Kids Programming and Brands[edit]

Brands[edit]

Saha led Cartoon Network to the leading position on pay television in Asia Pacific.[2] He expanded Turner’s kids portfolio to five brands in Asia Pacific: Cartoon Network, Pogo, Toonami, Cartoonito and Boomerang. Saha was the project lead for Galli Galli Sim Sim, a partnership between Sesame Workshop and Turner Broadcasting for India.

Content Production and Curation[edit]

Saha localized global kids’ content [3] and commissioned original, award winning,[4] international and Asian market-specific local content for kids[5] He spearheaded the ‘Brand Everywhere’ approach to Kids entertainment curating content across television, web, mobile, retail, publishing, events and venues[6] and accelerated new sources of licensing and digital revenues.

Saha facilitated Cartoon Network’s expansion to family entertainment destinations with Cartoon Network Amazone which is the world’s first Cartoon Network waterpark scheduled to open in Bang Saray, Pattaya, Thailand in 2014.[7] Cartoon Network also partnered with Taiwan High Speed Rail Corporation for the Cartoon Express in Taipei in 2013.[8]

Marketing and Advertising[edit]

Educating the market about the influence kids have on household purchase decisions (pester power),[9] Saha encouraged advertisers to leverage the popularity of Cartoon Network’s characters to help their own brands. Organisations, such as Unilever[10] and Prudential Corporation,[11] partnered with Cartoon Network to develop innovative communication solutions.

References[edit]

  1. ^ Turner’s Southeast Asia MD Sunny Saha exits after 14 years http://mumbrella.asia/2014/01/turners-southeast-asia-md-sunny-saha-exits-14-years
  2. ^ Cartoon Network reigns as No. 1 kids’ TV channel in PH-survey http://entertainment.inquirer.net/38055/cartoon-network-reigns-as-no-1-kids-tv-channel-in-ph-survey
  3. ^ Interview with Turner Ent. Asia Senior VP & GM, Soumitra Saha http://www.axapac.com/interviews/interview-turner-ent-asia-senior-vp-gm-soumitra-saha
  4. ^ Ben 10 wins big at Asian awards ceremonies http://www.licensing.biz/news/read/ben-10-wins-big-at-asian-awards-ceremonies/028234
  5. ^ ‘Animation could be the next general entertainment’ http://www.dnaindia.com/money/report-animation-could-be-the-next-general-entertainment-1174876
  6. ^ Cartoon Network as the most watched channel in APAC http://www.casbaa.com/privacy-policy/312-cartoon-network-as-the-most-watched-channel-in-apac
  7. ^ Turner to Open First Waterpark http://www.licensingexpo.com/license-global/turner-open-first-waterpark
  8. ^ Taiwan: Cartoon Express train rolls into action in Taiwan https://www.uic.org/com/uic-e-news/358/
  9. ^ Marketers bow to mighty kid power http://articles.timesofindia.indiatimes.com/2002-02-02/bangalore/27115507_1_cartoon-network-music-systems-brands
  10. ^ HLL relaunches kids ice-cream portfolio – Ties up with Cartoon Network for promos http://www.thehindubusinessline.in/2003/03/21/stories/2003032101620200.htm
  11. ^ Prudential launches Cha-Ching Money-Smart Kids - a first in Asia http://www.prudentialcorporation-asia.com/corp/prudential_en_pca/header/press/mediainvestors/pressreleases/2011/20110906_01_Regional.html

External links[edit]