Mumbai: Zee Entertainment Enterprises Ltd (ZEEL) has appointed Tejkarran Singh Bajaj as Business Head for Zee5 India as the media company sharpens its focus on scaling its digital business and strengthening monetisation.Bajaj will lead the streaming platform’s strategy across content, consumer engagement, partnerships and revenue growth, ZEEL said in a statement on Monday. He will be based in Mumbai and report to Amit Goenka, president for digital businesses and platforms, international linear business, enterprise technology, and broadcast operations and engineering.He will also spearhead innovation and AI-led initiatives for the platform as Zee looks to strengthen its digital capabilities.The appointment comes as Zee looks to accelerate growth in its digital business amid rising competition in the streaming market. The company said it is focused on improving profitability and building scalable growth for Zee5 through stronger content offerings, user experience and partnerships.In a parallel move, Siju Prabhakaran will transition to oversee Zee5’s global expansion.Bajaj brings over two decades of experience spanning OTT, television, branded content, platform strategy and audience growth. Most recently, he served as senior vice-president and head of originals at Jio Studios, where he led the original content business across genres, languages and OTT partnerships.He was also part of Zee5’s founding leadership team and played a key role in shaping the platform’s early content strategy and commissioning original programming. Over the years, he has held leadership positions at Maxus (GroupM), NDTV, Endemol India, Miditech and Essel Vision Productions.