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 - 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 current 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 s

📌 Manager new product development (Mumbai)
🏢 Tata Play
📍 Mumbai