Creative Director

Sony Pictures; Gauteng; On-site; ZAR 400 000 - 500 000; Full time

Job summary

A leading entertainment company in Gauteng is seeking a Creative Director to spearhead the Content and Promotion strategy for Tamil initiatives. This role requires 10 to 15 years of experience in the television broadcast industry, focusing on cultural relevance and audience engagement. The successful candidate will lead content creation and strategy, ensuring a distinctive brand identity within the Tamil-speaking community. Join a company recognized for its inclusive workplace and innovative approach to storytelling.

Benefits

Inclusive and equitable workplace

Recognition as one of India’s Best Companies to Work For

Opportunities for diverse storytelling

Qualifications

• 10 to 15 years of experience in the television broadcast industry.
• Content curation experience.

Responsibilities

• Lead the Content and Promotion strategy for Tamil initiatives.
• Identify untapped storytelling avenues and develop content tailored to local sensibilities.
• Track established Tamil players to identify content gaps and establish a unique identity.

Skills

Creative Thinking

Customer Centricity

Stakeholder Management

Education

Graduate/ Post-graduate degree in mass communication or allied degree

Job description

Position Title: Creative Director – New Initiative 4

Level : Vice President, Band D1

Position Purpose: Lead the end-to-end Content and Promotion strategy for SPNI’s Tamil foray entailing a Digital first and Linear inclusive strategy, ensuring it captures the cultural pulse and emotional frequency of the audience. By bridging creative innovation with data-driven insights, the role aims to drive market share and deep consumer loyalty in a highly competitive landscape across Linear and Digital platform. Ultimately, it is about building a distinct brand identity that establishes SPNI as a unique premium content destination within the Tamil-speaking community.

Education: Graduate/ Post-graduate degree in mass communication or any allied degree (creative capabilities will be given a preference over educational qualification for this role)

Experience: 10 to 15 years of experience in television broadcast industry, with relevant content curation experience

Reporting Relationship: Cluster Head, South

Core Responsibilities:

• Scan the diverse cultural landscape of Tamil Nadu to identify untapped storytelling avenues, unscripted shows and movies that resonate with regional pride and evolving viewer sensibilities.
• Closely track established Tamil players (Sun TV+ SunNxt, Vijay +Jio Hotstar, Zee Tamil + Zee 5, Amazon Prime Video, Netflix) to identify "content gaps" and build a short-to-long-term roadmap that carves out a unique identity for the Linear cum Digital foray.
• Jointly with the South Cluster Head, ensure the brand voice speaks a contemporary yet culturally rooted "Tamil" language, ensuring the channel is perceived as a "local insider" rather than an outsider.
• Oversee the creation of storylines, casting, and set designs that reflect authentic Tamil life. Focus on linguistic accuracy (dialects) and cultural nuances in costume and production design.
• Develop and filter high-potential content ideas—ranging from fiction (soaps/dramas) to non-fiction (talent shows/reality)—specifically tailored for the local sensibilities.
• Work with Research & Insights to understand "Deep South" penetration and urban-rural viewership shifts. Devise action plans to acquire new viewers in Younger and Urban markets.
• Translate viewership data across Linear and Digital into creative action.
• Manage relationships with local production houses, directors, and talent, ensuring they deliver high production value within the regional budget framework.
• Integrate brand solutions creatively in Content to deliver higher RoI for advertisers
• Present new show concepts and episodes, demonstrating how each project brings the channel closer to becoming a dominant regional player.
• Deep knowledge of Tamil demographics, varying dialects, and the specific "sentiments" that drive Tamil households.
• Understanding of existing producers and production houses in the market to be able to choose a right fit for the channel
• Understanding of content in terms of storytelling, production value, sound, casting etc.
• Deep understanding of non-fiction shows and production dynamics
• Updated on the latest trends in the world of entertainment globally
• Creative Thinking
• Customer Centricity
• Building impactful partnerships
• Stakeholder Management

Performance Measures:

• SonyLIV – Consumer acquisition, Retention and Engagement
• Sony Tamil - Channel performance in terms of GRPs and relevant genre market share
• Adherence to strategy: planned Vs actuals
• Show performance

CulverMax Entertainmant Pvt Ltd (Formerly known as Sony Pictures Networks India) is home to some of India’s leading entertainment channels such asSET, SAB, MAX, PAL, PIX, Sony BBC Earth, Yay!, Sony Marathi, Sony SIX, Sony TEN, SONY TEN1, SONY Ten2, SONY TEN3, SONY TEN4, to name a few!

Our foray into the OTT space with one of the most promising streaming platforms, Sony LIV brings us one step closer to being a progressive digitally-led content powerhouse.
Our independent production venture- Studio Next-- has already made its mark with original content and IPs for TV and Digital Media.

But our quest to Go Beyond doesn’t end there. Neither does our search to find people who can take us there.

We focus on creating an inclusive and equitable workplace where we celebrate diversity with our Bring Your Own Self Philosophy. We strive to

remain an ‘Employer of Choice’ and have been recognized as:

• India’s Best Companies to Work For 2021 by the Great Place to Work® Institute
• 100 Best Companies for Women in India by AVTAR & Seramount for 6 years in a row - UN Women Empowerment Principles Award 2022 for Gender
• Responsive Marketplace and Community Engagement & Partnership
• ET Human Capital Awards 2023 for Excellence in HR Business Partnership & Team Building Engagement
• ET Future Skills Awards 2022 for Best Learning Culture in an Organization and Best D&I Learning Initiative.

The biggest award of course is the thrill our employees feel when they can Tell Stories Beyond the Ordinary!