Per sources close to the situation, Viacom18 has hired Google's Kiran Mani as CEO of its digital division. Mani is currently Google's General Manager and MD for Android and Google Play in Asia Pacific. Mani will be in charge of driving the growth of JioCinema, which has disrupted the video streaming market with its free offering, as the head of the digital business.

JioCinema is attempting to gain traction by offering free streaming of major media properties such as the Indian Premier League (IPL) and Bigg Boss. It is also increasing its investments in original OTT content.

In addition to the ad-supported offering, the platform has a subscription service that includes Hollywood content from providers such as HBO and NBCUniversal. Viacom18 has recently been on a hiring spree as Uday Shankar, the company's strategic direction, builds a new leadership team.

Kevin Vaz, former CEO of Disney Star's entertainment division, has joined the company as CEO of TV and digital (regional entertainment).

Alok Jain, another former Disney Star executive, has joined Viacom18 as President and Head of Colours Hindi and Regional, with additional responsibilities for regional digital content rollout.

Anil Jayaraj, the former ad sales head of Star Sports, is now the CEO of Viacom18's sports division. He began working for the company in 2021.