
Zee Entertainment Enterprises, Africa
Chief Executive Officer, Sub-Saharan Africa and Indian Ocean Islands
The media and entertainment industry plays a significant role in shaping culture, influencing opinions, and providing entertainment to audiences worldwide. With the advent of digital technology and changing consumer preferences, the industry is constantly evolving, presenting both opportunities and challenges for companies to innovate and adapt to the ever-changing landscape. With over two decades of experience, Somnath Malakar has garnered extensive expertise in strategic leadership, business development, and market expansion across diverse regions. Under his guidance, Zee Entertainment has witnessed remarkable growth, doubling its footprint across the Sub-Saharan African region and launching new channels to cater to diverse audiences. Somnath’s visionary approach, coupled with his commitment to innovation and adaptability, has positioned Zee Entertainment as a leader in the African media landscape.
A Journey of Leadership: Somnath Malakar, CEO of Zee Entertainment Enterprises, Africa
Hailing from Kolkata, India, Somnath Malakar has forged a remarkable path to becoming the CEO of Zee Entertainment Enterprises, Africa. Educated in his hometown, he pursued his MBA in Marketing and Finance in 2001, alongside earning a Supply Chain & ERP management certificate from Advance Demand & Supply Chain Solutions Pvt. Ltd., Singapore. Additionally, he holds a Diploma in Computer Programming & Applications from Tata InfoTech, India.
Currently stationed in Johannesburg, South Africa, Somnath oversees the operations in the Sub-Saharan Africa & Indian Ocean region, comprising 52 countries. At 42, he entered his role as CEO, marking him as one of the youngest leaders in the global industry to undertake such a responsibility. With a career spanning over 24 years, Somnath has garnered invaluable experience working with multinational corporations such as Cadbury’s, Coca-Cola, ITC, HCL Infosystems, and Shalina Healthcare across India, Southeast Asia, and Africa. This extensive journey has provided him with profound insights into consumer behavior and consumption patterns.
One of Somnath’s notable strengths lies in his adeptness at P&L management, coupled with his multifaceted expertise across Sales & Distribution, Marketing, Business Development, Finance & Commercial, Regulatory & Compliance, Supply Chain, and People Development domains. His leadership style is characterized by a blend of informality and humor, endearing him to his team while proving highly effective in navigating challenging circumstances and eliciting exceptional performance from his colleagues.
Embracing Change: Somnath’s Principles for Success
Somnath advocates for the ability to un-learn and re-learn as a fundamental pillar for success in the ever-evolving business landscape. Recognizing the diversity among regions, countries, and consumers, he emphasizes the importance of adapting strategies to fit each unique context. Rather than allowing past experiences to hinder progress, Somnath believes in leveraging them to acquire new insights and adapt to emerging challenges, essential for sustained success in unfamiliar territories.
Taking calculated risks in uncharted territory is another key principle espoused by Somnath. He challenges the notion that unfamiliarity should deter innovation, advocating instead for a willingness to explore new avenues even when they seem unconventional. In his view, innovation is indispensable in navigating obstacles and ensuring business resilience in an increasingly dynamic environment.
Somnath places a premium on building relationships founded on trust, prioritizing it over hierarchical authority. In an era where traditional hierarchies are diminishing in significance, he asserts that genuine trust fosters greater collaboration and commitment. By focusing on adding value to others’ personal and professional well-being, rather than relying solely on positional authority, Somnath believes individuals can cultivate meaningful connections that drive success both personally and professionally.
Navigating Uncertainty: Insights from Somnath
Somnath emphasizes the importance of preparing for the unforeseen future while addressing present needs and challenges. He believes that investing in adaptability, innovation, risk management, strategic planning, continued learning, and resilience can enable individuals and organizations to prosper and sustain themselves in an ever-changing world.
One of Somnath’s core beliefs is that there is always another way to overcome challenges. He attributes the inability to find solutions to human limitations rather than constraints imposed by nature. Embracing this mindset empowers individuals and organizations to approach obstacles with creativity, resilience, and determination, leading to greater innovation, problem-solving, and success. Believing in alternative paths fosters creativity, prompting individuals to explore unconventional solutions when faced with challenges. This mindset cultivates resilience by viewing setbacks as opportunities for growth and adaptation rather than insurmountable obstacles.
Embracing the idea that there is always another way motivates individuals to question norms, experiment with new ideas, and push boundaries. This mindset encourages individuals to tackle challenges head-on with optimism and determination, confident in their ability to find solutions. Belief in multiple pathways promotes adaptability, empowering individuals to embrace change and adjust strategies as needed.
Recognizing the existence of alternative solutions encourages collaboration, as individuals seek diverse perspectives to discover new possibilities and approaches. Somnath also emphasizes the importance of consciously choosing the legacy one wishes to leave behind. By defining actions towards a specific direction, individuals can live with intention, purpose, and integrity, making a positive difference in the world and leaving a lasting impact beyond their lifetime.
Bridging Cultures: Zee’s Unique Approach to Entertainment
Representing Zee Entertainment Enterprises in Africa, Somnath highlights their commitment to providing wholesome content that resonates with families. Despite being an African company, Zee proudly embraces its Indian heritage, offering programming that appeals to diverse audiences. Currently, Zee operates 12 channels in 7 languages across the Sub-Saharan African region, reaching nearly 40 million households through 10 broadcasting platforms. This significant reach spans both pay-TV and free-to-air platforms, marking a remarkable achievement for a media company not directly affiliated with broadcasting.
On Navigating Challenges: Insights from Somnath
Reflecting on his personal journey, Somnath acknowledges the invaluable experiences gained while serving global giants across continents. Each organization and region presented daily learning opportunities, with challenges serving to validate one’s contribution. From a professional standpoint, he acknowledges the multitude of factors beyond one’s control, including economic hardships, policy changes, regulatory frameworks, currency fluctuations, and structural challenges in various countries. However, he emphasizes the importance of managing these challenges proactively rather than lamenting them.
As a global organization, adapting to such inevitable challenges entails finding innovative solutions, diversifying portfolios, and embracing new technologies and consumption patterns with agility. Somnath underscores the significance of nimble-footed action in dominating one’s ecosystem and thriving amidst adversity.
Zee’s Success Story: Expanding Horizons in Sub-Saharan Africa
Somnath sheds light on Zee’s remarkable journey of growth across the Sub-Saharan region in recent years, a feat achieved amidst economic uncertainties that posed challenges for many organizations. Zee’s hyper-local strategy played a pivotal role in doubling its footprint, with the introduction of new channel offerings, platforms, and languages tailored to the diverse audience.
During the economically challenging times exacerbated by the COVID-19 pandemic, Zee took bold steps by initiating local productions in the region, offering unprecedented content genres. This strategic move not only resonated with audiences but also contributed to the company’s success. Zee’s impact in key markets is evident, with Zee World emerging as the top channel in Nigeria, the largest market in the region. Similarly, Zee Zonke, the isiZulu dubbed channel, achieved the status of the number one pay-TV channel in South Africa within a mere seven months of its launch. Zee Magic continues to maintain prominence in the Francophone region, while maintaining dominance in countries like Zambia, Kenya, and Tanzania.
The introduction of local production initiatives, such as “Dance Africa Dance,” a fusion reality format in South Africa, further solidified Zee’s position as an industry leader, garnering recognition with a nomination for the SAFTA Awards in 2022. Despite facing various challenges, Zee’s ability to launch four new channels across the region in recent years underscores its prominence in the media entertainment industry, cementing its status as a prominent player.
On a personal level, Somnath finds fulfillment in the organizational accomplishments, emphasizing that the success and appreciation garnered by the brand he represents are the ultimate rewards. While personal acknowledgments are valued, they are inherently linked to the thriving of the organization, reflecting Somnath’s commitment to Zee’s continued growth and success.