In a strategic move aimed at strengthening its position in the highly competitive Indian streaming TV market, JioCinema is set to appoint Kiran Mani, a former Google general manager, as its new Chief Executive Officer (CEO), according to sources close to the matter.

Kiran Mani, who previously oversaw Google‘s Android operations in the Asia Pacific region, is expected to take the reins of JioCinema and spearhead technological advancements for the service while also forging partnerships with major Hollywood studios. Those familiar with the company’s plans spoke on the condition of anonymity.

Mani, who has already assumed his role at JioCinema, brings a wealth of experience to the table. His LinkedIn profile reveals that he was not only an early investor but also an advisor to James Murdoch and Uday Shankar’s Bodhi Tree investment firm.

JioCinema is a subsidiary of Viacom18, a joint venture involving Indian billionaire Mukesh Ambani’s Reliance Industries Ltd., Paramount Global, and Bodhi Tree. As of now, there has been no official statement from a representative of Reliance Industries regarding this appointment.

India, with its staggering population of 1.4 billion people, has been a fierce battleground for global media companies. Google and its subsidiary, YouTube, have already established significant popularity in the country. Earlier this year, JioCinema made a bold move by offering free streaming of a major cricket tournament, a move aimed at attracting more paying subscribers. The service, which offers a diverse content library, is priced at 999 rupees, approximately $12 annually.

In line with its ambitious expansion strategy, JioCinema has recently inked new programming agreements with entertainment giants like Warner Bros. and Discovery Inc., as well as Comcast Corp.’s NBCUniversal. These developments highlight the streaming service’s determination to dominate the Indian market and capture the attention of mobile customers across the nation.