Viacom appoints Abhishek K Rao to lead branding for MTV

Viacom International Media Networks has appointed Abhishek K Rao (pictured) as senior director, MTV Brand, Southeast Asia, and creative, Asia. Based in Singapore, Rao will report to Paras Sharma, SVP and GM for Southeast Asia and head of digital media, Asia, as well as Simon Bates, VP, head of MTV Asia Pacific.Rao is responsible for growing the MTV brand and driving synergies across the different platforms to support revenue growth in Southeast Asia. As the Asia head of creative, he will lead on-air branding, promotions, key creative campaigns and digital and social strategies across Asia, including China, Japan and Southeast Asia.He replaces Andrew Lo, who left after more than 14 years with Viacom. He began his career directing music videos and TVCs in Taipei, and started freelancing for MTV Taiwan and Channel [V] as an on-air creative producer. In 2003, Lo joined MTV China in Beijing as head of creative and on-air promotion, serving to brand MTV, the first foreign channel to enter China, considered one of the toughest creative markets globally.Two years later, he took on the role of art director at MTV International in London, where he held creative responsibility for MTV Networks International in Europe. In 2007, he was appointed to be creative director at MTV Networks Asia, based in Singapore.With more than 16 years in the media industry, Rao was most recently with Fox Networks Group as director of content and communications for more than three years. During his time there, he led a multi-functional 45-member team working on the FOX Sports Network in the region, and Star Sports in China. He worked closely with the production, digital and technical operations team to evolve live and original content. Rao also collaborated closely with the marketing team to align creative initiatives.Prior to that, he was an executive producer, creative services at Fox International Channels for close to two years, during which he was responsible for the launch campaign and on-air branding for FOX Sports, including channel identity, image spots and design. Rao also led a team of producers and senior producers, working on regional promotional and image campaigns for assets such as FOX Sports and Star Sports.Before joining Fox, Rao worked at ESPN STAR Sports for more than 13 years, with his last position being executive producer, on-air promotions. In that role, he was tasked with channel branding, image building, product launches, on-air branding packages for properties and promoting original content. He also worked at Red Door Productions, Digital Talkies and Miditech.“MTV is successfully and continuously building upon its position as the iconic youth entertainment brand in Southeast Asia with its signature multiplatform content and experiences. The appointment of Abhishek reinforces our commitment in the region as we draw upon his vast experience in content, programming, branding and promotion to continue to drive audience engagement. His addition will no doubt further raise the bar for compelling and creative content for our viewers," Sharma said.