Sukhbir Sidhu
iQiyi International announced today the appointment of media sales icon Sukhbir Sidhu as the Head of Media Sales, and Keith Pua as Senior Sales Manager, for Malaysia.

These appointments come of the back of their recent string of partnerships with established local heavyweights Media Prima and Celcom Axiata . In particular on the content front, the multi-year partnership with Media Prima’s content production and distribution arm Primeworks Studio provides iQiyi with exclusive first window broadcasting rights to the majority of TV3's locally produced primetime dramas.

Dinesh Ratnam, iQiyi Country Manager for Malaysia, Singapore and Brunei shared, “We’ve seen significant momentum since launching locally, to become a top streaming service with a significant and sizeable user base in a short period of time. Therefore we felt the time was right to establish a local media sales team to help brands fully leverage our customised advertising solutions to target the digital-first, millennial audience base we are seeing on our platform.”

“I am very excited about Sukhbir and Keith joining us as they bring a wealth of experience and expertise in the space. I have no doubt they will not only be able to elevate the delivery of our full suite of advertising services, but also foster deep and long-lasting relationships with clients.” Dinesh added.

Keith Pua
Sukhbir an industry veteran with over fifteen years of experience in the media sales industry, joins the iQiyi family bringing with him a wealth of experience at forging loyalty with clients and introducing new forms of advertising opportunities and sponsorships. In his new role, he will lead the media sales operations and strategic planning to enhance iQiyi International’s network portfolio in Malaysia.

Sukhbir joins from TGV Cinemas Sdn. Bhd and has held leadership position as the Head of Media and Corporate Sales with until present, a post he held since July 2015 prior to his last held position as the Head of Sales at Star Radio Group. “I am honoured and privileged to be on board iQiyi, which has been ranked as Malaysia's most downloaded streaming app since August last year. I look forward to this new appointment with extreme enthusiasm,” said Sukhbir Sidhu.

On the other hand, Keith Pua has over seven years of experience in the media industry with a passion for sales and marketing, and considers himself a full on digital advocate with trying hands on all facets of media. He will be responsible in assisting Sukhbir to grow the ad sales business and develop sales strategies for iQiyi International.

Prior to joining iQIYI, he was the Head of Sales for Elixus Malaysia managing revenue generation online through performance marketing for local market, and before Elixus Malaysia, he was the Senior Business Development Manager for Tencent JOOX Malaysia growing the advertising sales business and negotiating trading deals with agencies.