Reliance Communications (RCom) has confirmed the appointment of Sanjay Behl as the company's CEO for DTH and IPTV businesses operating under Big TV brand name. Behl currently serves as RCom Group Head Brand and Marketing Operations. He will continue to oversee the current responsibilities as well. Behl's association with RCom dates back to 2005 and is credited with pioneering a futuristic brand architecture model named "Brand Cube", which is now IPR of Reliance ADA Group.

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