Sunil Rohra, ex-CEO of ZEE TV, takes over the reins of B4U United Kingdom and Europe operations as its CEO. Having finished a long stint of 12 and a half years stint at ZEE on Friday July 30, 2004, Rohra becomes the CEO of B4U UK and Europe with effect from today.

"It will be an exciting challenge and a great opportunity which I am looking forward to," said Rohra. Gokul Binani, one of the shareholders of B4U said, "Rohra brings with him a wealth of knowledge and experience which will be very valuable to B4U and we look forward to Rohra joining B4U".