Sreedhar Reddy Komalla, otherwise known as Madhura Sreedhar Reddy, has been named head of Telugu content and digital business at SonyLIV. He will oversee expanding the Telugu content library and monitoring the platform's regional expansion objectives.

Reddy will also oversee SonyLIV's Telugu vertical's expansion goals for users all around the world.

To strengthen its foothold in the southern region, it recently hired G Dhananjayan as head of Tamil content. Dhananjayan is expected to spearhead the launch of Tamil content to boost the platform's expansion plans for users in India and foreign markets who prefer programming in the language.

Similarly, it has expansion plans for its Telugu vertical hoping Komalla’s role would make an immense impact. Since being a mechanical engineering graduate, Reddy formerly worked for major IT businesses such as TCS,Infosys, Wipro, and Tech Mahindra before deciding to pursue his ambition of becoming a filmmaker.

He is known as Madhura Sreedhar Reddy in the Telugu film industry, where he has founded a music label, Madhura Audio, in addition to directing, producing, and releasing multiple concept-based films in the last ten years. He began his cinematic career working for the music label Madhura Audio before becoming a filmmaker in 2010 with the film Sneha Geetham.

Sneha Geetham was Reddy's directorial debut, and he went on to direct It's My Love Story and Backbench Student. Maaya, directed by Neelakanta, is his first film as a producer.

Reddy went on to create films like Ladies & Gentlemen, Oka Manasu, and others.

Ashish Golwalkar, head of content, SonyLIV and SET remarks that Reddy has a wide range of skills that will aid the company in charting Telugu content growth and providing consumers with stories from all genres.

“I'm excited and looking forward to my new innings at SonyLIV. My job here is to expand SonyLIV's reach in the Telugu market and provide local content that appeals to users from all around the world,” Reddy stated.

SonyLIV is a video-on-demand service with a global reach of 167 countries and 700 million Indian viewers. Sony Entertainment Television (SET), one of India's most prominent Hindi entertainment channels, is one of the network's 31 channels.

SonyLIV was released in India in January 2013, and it provides access to 18 years of content from Sony Entertainment Network channels. In Hindi, English, and Tamil, this amounts to more than 700 films and 40,000 hours of television programming. It is available as a freemium service, providing free content that users can watch without having to join up, as well as a premium service that costs less.