Ashwin Chinchkhede

• Market Research
• Research on what content is performing well on YouTube as well as other platforms to strategize on content requirement.
• Strategy & Planning
• Formulate YouTube strategy and annual plans with data backing.
• Provide content inputs to business team. Audit existing channels to uncover short and long-term recommendations to improve audience engagement and growth metrics.
• Content Operations
• Managing content release on YouTube in consultation with Stakeholders.
• Maintaining master content MIS for all shows across all network channels.
• Work on optimization of channel and video content viz. titles, tags, descriptions, playlist, thumbnails, homepage, etc.
• Develop creative and effective engagement strategies with subscriber base for continuous engagement on videos as well as community engagement.
• Timely upload of videos with correct metadata across all channels under SPNI network.
• Collaborate with internal content teams to ensure continuous pipeline of content as per programming.
• Growth & Insights
• Proactively identify areas of growth and ways to leverage content assets across platform to drive subscriber engagement and growth.
• Provide valuable insights on content health on YouTube channels and effectiveness of YouTube assets to grow subscriber base.
• Develop creative and effective engagement strategies with subscriber base for continuous engagement on videos as well as community engagement.
• Use SEO/SMM tools and learning to grow channel organically.
• Conceptualize rehashing of archival content as per viewership trend

• Formulate Content Strategy and drive growth including views, subscriptions and revenues from
multiple YouTube channels
• Channel Optimization for all SME`s YouTube Channels.
• Drive monetization via creating New IPs/properties for Brand collaboration.
• Develop and create key strategies for SME artists and new releases as well as catalogue
tracks on YouTube to maximize revenues
• Collaboration with Top YouTubers and implement other modes of cross promotions to
promote various content across Sony Music YT channels.

• Leverage data to understand audience, drive programming strategies and support marketing and communication initiatives with culture and trends research.
• Content selection and regular merchandising on app with goals of increasing discovery of content and promotions, customer engagement and improving retention.
• Own end-to-end editorial calendar and promotions leveraging new content additions, original content, tent pole events, Prime day, Awards, and seasonally relevant events for content discovery and merchandizing.
• Review and organize most popular videos each day for own platform as well as competitions.
• Restructuring Programming strategy basis key data points to maximize watch time

• Planning and executing content strategy to drives high engagement in International Market
• Develop content strategy aligned with short-term and long-term marketing targets
• Collaborate with marketing and design teams to plan and develop site content, style and layout
• Liaise with India content team to ensure brand consistency
• Use content management systems to analyze traffic and users engagement metrics
• Ideas on content promotions on Social media platforms , On-air etc. to increase web traffic
• Ensure compliance with law (e.g. Content rights management)
• Stay up-to-date with developments and generate new ideas to draw audience’s attention

• YouTube and Content optimization:
• • Increased revenue by 20% for YouTube pages of Colors Marathi, Colors Gujarati and Colors Bangla.
• Manage and optimize content to build more than more than 100,000 subscribers.
• • Optimizing and strategizing content cycle on YouTube channels for aligning with t TV and
• Syndication deals and to maximize earnings.
• • Utilizing subtitle assets created for international TV on YouTube which has increased significant
• number of international users.
• Content Optimization in International Markets:
• As part of YouTube team, we have optimized our content region wise.
• • We publish our channel pages differently for different regions based on popularity, views and availability of shows.
• • We are in constant touch with international syndication team to optimize keywords and
• timings of shows also following restrictions put for digital release.
• Partnerships and New initiatives:
• • Anchoring conceptualization and execution of new business stream for V18 - Non-video
• content monetization. Research and identify potential Broadcasters/partners to monetize Viacom 18
• content in animated storyboard.
• • Manage Marketing and Promotions with 3rd party platforms for increasing views of Voot content.
• Creating analytics dashboards on monthly, presented insights and recommended actionable future.