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ESPN STAR Sports has appointed Aloke Malik as managing director of its India operations, ESPN Software India (ESI).

Aloke joins ESI from Idea Cellular where he was the chief operating officer of the company’s east operations.

Managing director of ESPN STAR Sports Asia Manu Sawhney said: “Over the years, ESPN STAR Sports has played a pivotal role in growing the pay-TV industry in India and today, on the back of the most comprehensive and compelling content line-up and engaging sports programming across platforms, it is well placed to further strengthen its leadership position in the sub-continent.

“Sports broadcasting has come of age in India and with the rapid growth of technology, there are many new opportunities for growth to be explored and exploited today. Aloke’s extensive experience across industries and his astute market knowledge will help ESPN STAR Sports further reinforce the strong relationship it shares with sports fans across the sub-continent and broaden its business in the market.”

Aloke will head the management of ESI, overseeing the distribution, sales and marketing of its multi-media brands including ESPN, STAR Sports, STAR Cricket, espnstar.com, mobile ESPN and Event Management Group for the South Asia region covering India, Bangladesh, Sri Lanka, Nepal, Pakistan and Maldives. Aloke will be based in ESI’s Gurgaon headquarters and will report to Sawhney.