MUMBAI: DTH provider Tata Sky's Chief Commercial Officer of ten years, Vikram Mehra, has now been appointed as the Managing Director of music label Saregama. According to reports, Mehra will join the company by end of October 2014.

This appointment comes after the departure of former MD Surya Mantha, earlier this year, during which the position was held temporarily by CFO at Saregama Ltd, GB Aayeer.

At the music label company, Mehra will be given the task of transforming a conventional music label into a digital business. Additionally, he will also be in charge of expanding Saregama's business in films, which is very likely to be its target in the near future.

Mehra, who is quite familiar with the digital sphere, will help the label company spread out its arms in the modern and faster medium of communication. This will add value to the somehow traditional company and enable it to survive the switch to digital medium, which is the need at the moment. Former MD Mantha had already turned the focus of the company from physical sales to digital in order to direct the company towards acquiring digital rights. He brought in a team with experiences in both digital and music, including Avinash Mudaliar and Keshaw Sinha, who will be assisting Mehra in his functions.

At Tata Sky, Mehra was responsible for handling Subscription Revenue Management, Churn Management, Brand Marketing, New Product Development, Customer Analytics, Interactive Service Operations, Consumer Research and Public Relations.