Manager New Product Development

Tata Play is India's leading Direct-to-Home (DTH) service provider, delivering a superior television viewing experience through satellite broadcasting. Beyond linear TV, Tata Play offers seamless access to leading OTT platforms via Tata Play Binge, along with a robust portfolio of Value-Added Services (VAS) featuring curated, ad-free content across genres.

VAS at Tata Play - https://www.tataplay.com/explore/set-top-boxes-packs/services

Our VAS offerings include 24x7 subscription-based channels, exclusively available to Tata Play customers. The New Product Development (NPD) team manages a diverse portfolio of 50+ channels spanning multiple genres, including popular offerings such as Tata Play Classic Cinema, Tata Play Comedy, and Tata Play Fancode Sports.

Role Overview

The Manager – New Product Development will be part of the VAS team, responsible for driving content-led innovation and portfolio growth. The role requires a strong understanding of content trends, television programming, and evolving consumer preferences across platforms.

The ideal candidate will combine creative thinking with strong analytical and business acumen, along with expertise in partner management, content strategy, and product development.

Key Responsibility Areas:

1. Partner & Stakeholder Management

• Build and manage relationships with content partners, production houses, and agencies
• Collaborate cross-functionally with internal teams including marketing, product, tech, and revenue

2. New Product Development & Launches

• Identify emerging trends and consumer needs to conceptualize new VAS offerings
• Drive end-to-end launch of new services—from ideation to go-live

3. Portfolio Enhancement & Performance Management

• Monitor content performance, promotions, and channel health
• Recommend enhancements to drive engagement, retention, and revenue

4. Consumer Insights & Research

• Engage with subscribers to understand preferences, behavior, and demand gaps
• Conduct concept testing and validate new ideas before launch

5. Content Strategy & Programming

• Define content strategy aligned with target audience segments
• Oversee content acquisition, curation, and refresh cycles
• Provide programming direction based on consumption patterns
• Identify strong promotional hooks and storytelling angles

6. Analytics & Insights

• Track acquisition, engagement, and viewership trends
• Analyze performance across platforms (TV, mobile app, Binge)
• Generate actionable insights to optimize content and product strategy

7. Commercials & Agreements

• Lead negotiations with content partners
• Structure and close commercial agreements

8. Marketing & Promotions

• Support marketing teams in crafting communication strategies and promotional assets
• Ensure strong positioning and visibility for VAS offerings

9. Product & Technology Collaboration

• Work closely with Interactive Operations and App Development teams
• Contribute to UI/UX improvements, feature enhancements, and user journeys

10. Documentation & Knowledge Management

• Maintain repositories including product decks, performance reviews, content highlights, and pitch materials

Education

• MBA or Master's degree in Communications, Marketing, Product Development, Mass Media, or related field

Experience

• 6–8 years in Media & Entertainment
• Experience in content strategy, channel programming, product development, or partner management

Key Skills & Knowledge

• Strong understanding of the M&E ecosystem and content consumption trends
• Experience with multi-platform content (TV + OTT)
• Analytical mindset with ability to translate insights into action
• Strong negotiation and stakeholder management skills
• Familiarity with OTT integrations (gaming exposure is a plus)