Sony Pictures Networks India Appoints Shruti Aneja as Head of Agency Partnerships
CE DESK 
Sony Pictures Networks India promotes Shruti Aneja to Head, Agency Partnerships, strengthening ties with media agencies to drive revenue growth across sports and entertainment portfolios.
Sony Pictures Networks India has elevated Shruti Aneja to the role of Head, Agency Partnerships, positioning her to fortify relationships with key media agencies amid intensifying competition in sports broadcasting rights and premium content monetization. Aneja steps up from her previous stint within the organizations sales leadership, bringing proven expertise in strategic negotiations, custom solutions, and revenue optimization for marquee properties like Sony Sports Network and Sony Entertainment Television.
In this newly created position, Aneja will oversee agency engagement strategies, fostering deeper collaborations to unlock innovative advertising formats, branded content, and integrated sponsorships. Her focus spans high-stakes domains including cricket leagues, football tournaments, and tentpole entertainment IPs, where agencies command bulk spends in India’s $10 billion ad market. Reporting to the Chief Revenue Officer, she aims to enhance share of wallet through data-driven pitches, predictive analytics, and co-creation models tailored to agency pain points like ROI measurement and cross-platform attribution.
Aneja’s career trajectory showcases success in scaling partnerships during IPL bidding wars and FIFA World Cup cycles, consistently delivering double-digit growth via customized 360-degree packages. This appointment aligns with Sony’s aggressive push into digital streaming via SonyLIV, blending linear TV dominance with CTV, AVOD, and social extensions to capture fragmented viewer dollars.
As broadcasters face OTT disruptions from JioStar and Disney Hotstar mergers, Aneja’s leadership promises agile responses—leveraging agency insights for dynamic pricing, programmatic guarantees, and influencer hybrids. Her vision emphasizes transparency and mutual value, solidifying Sony’s agency-first ethos while navigating economic headwinds. This move reinforces Sony Pictures Networks India’s revenue machinery, ensuring sustained leadership in premium inventory amid evolving media consumption patterns.
