Suresh Bala Iyer has been named chief executive officer of Asia TV USA, based in New York.

Bala will drive the future of Asia TV USA's Veria TV, a wellness lifestyle channel currently on Verizon FIOS and Dish, and Zee Channels, catering to the expanding South Asian audience in the US, with channels Zee TV, Zee Cinema, Ten Cricket, and Alpha ETC Punjabi.

Bharat Kumar Ranga, chief operating officer, international operations, of Zee Entertainment Enterprises in Mumbai, said: "Suresh Bala Iyer's depth of experience brings dynamic leadership to Zee Entertainment Enterprises' American networks. His mastery of the synergies that propel success in today's marketplace promises exponential growth and expansion for our companies in the near future."

"Veria TV is a perfect resource for wellness enthusiasts and all who seek the balance mind, body and spirit in daily living - currently a $170 billion industry. With fresh and accessible content, Veria joins and expands 'living better' in entertaining, expert and thought-provoking ways," said Bala.

"The South Asian population in the US - Indians, Pakistanis, Sri Lankans, Bangladeshis - has doubled every decade since 1980, now encompassing over 4 million. There are enormous opportunities to serve this well-educated and affluent audience."

Previously Bala was CEO of Zoom Entertainment Network, the entertainment and lifestyle channel in Mumbai, where he led its relaunch and repositioning as the Bollywood Channel. He quadrupled revenues during his tenure, leading to a record valuation for any single-channel media company in India. He also developed and led Zoom's new media initiatives