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All3Media International is expanding its APAC team in Singapore, appointing Jaenani Netra to the newly created role of VP Sales Finished and Formats for the Indian subcontinent.

Reporting to Sabrina Duguet, EVP Asia Pacific, Singapore born Jaenani will be responsible for sales of finished content and format rights across India, Bangladesh, Pakistan, Nepal and Sri Lanka. The creation of a dedicated role covering the region reflects the company’s continued growth in exports to the area, including an Indian adaptation of Sophie Petzal’s award winning Blood which launched as Masoom on Disney+ Hotstar as the platform’s Number 1 Hindi series, in addition to Indian adaptations of Two Brothers Pictures’ hit thrillers Liar and Cheat. The adaptation of Liar launched locally as Marzi on India SVOD Voot, whilst Cheat launched on ZEE5 as Mithya.

Jaenani has more than 15 years’ experience in senior management roles with leading media companies. This includes six years at Hi-5 Operations Pte Ltd – first as Director of Sales before promotion to General Manager and Executive Director – where she spearheaded the growth of the Hi-5 brand globally through international content creation, format adaptations, and brand extensions and partnerships.

Previous roles include Branding & Segments Manager at Singtel Next Gen. TV and Senior Manager at MediaCorp TV Pte Ltd. In addition to her experience in the region, Jaenani has an MBA in Business Administration from the University of Birmingham and a Bachelor’s Degree in Management from the University of London.

In further news, Aisah Rahim also joins the APAC team as an additional Executive Assistant working across tape and format sales. Aisha joins from Banijay Asia, where she has spent the last 7 years supporting their formats business.

Sabrina Duguet commented, “Our exports to the Indian subcontinent have grown rapidly in recent years, and it became clear there was a need to appoint a talented executive dedicated to this region. There is an ever-increasing demand in Asia for high-quality titles to compete with the offerings from the streaming giants, whether this is finished shows from the UK and global market or proven formats that offer a creatively and economically efficient way to deliver impactful local productions. Jaenani is the perfect choice to maximise the potential of our portfolio across the Indian subcontinent, and her expertise in managing international content and formats, as well as her experience, contacts and creativity, will be a huge asset to the team.”

Jaenani Netra added, “All3Media International has a fantastic reputation in the Asian market as a go-to distributor for scripted and non-scripted content from the industry’s most acclaimed producers, and I’m thrilled to be joining the team to head up its sales operations on the Indian subcontinent. This vibrant region is home to a diverse range of national and regional broadcasters and platforms, creating a highly competitive market and myriad opportunities for premium shows and formats. I’m looking forward to playing an integral role in introducing more viewers to All3Media International’s incredible line-up and building on the company’s already flourishing business in these key territories.”