A leading media house headquartered in Noida is facing a storm of controversy following allegations against its recently appointed Chief Business Officer (CBO). According to internal sources, the executive is accused of setting up a shell company under the names of his live-in partner and a close associate, and then redirecting high-value advertising contracts to this firm—cutting out long-established agency partners in the process.
Allegations of Ad Deal Diversion
As per GST filings and insider information, the company in question—reportedly named “Synergist” and also referred to as Aryavrat Media—was registered in February 2025, just weeks after the CBO assumed office. Official documents confirm it is licensed for news agency services and print ad sales, but it lacks any legal registration for PR or advertising services. This gap has raised serious questions about the legitimacy of the contracts handed to it.
Insiders allege the CBO publicly framed the decision as a move to “give new agencies a chance,” while quietly directing exclusive ad deals to Synergist—reportedly without a minimum business guarantee, a standard requirement in such agreements.
Sales team members who raised concerns were allegedly threatened with consequences due to the CBO’s claimed proximity to the media group’s top leadership.
Industry Reaction: Red Flags and Skepticism
An Ahmedabad-based agency head, whose firm had previously received investment from Zee Network in 2023, condemned the deal, describing it as a “sham transaction” meant to enrich the executive’s close circle.
“We’ve partnered with the group for years. If this isn’t addressed, we may escalate the matter to management—or even approach the consumer forum,” the CEO said, requesting anonymity.
In a stronger response, a PR firm owner in Surat remarked:
“Kickbacks in media are sadly nothing new, but registering a firm in a partner’s name and routing business there? That’s a scam on an entirely different level.”
PR Agencies Take a Measured Approach
Despite their concerns, many industry players are holding back from immediate action, opting instead for a watchful wait.
“This may not impact our revenue in the short term,” noted a senior official at a Gurgaon-based real estate PR agency, “but the trust in the media outlet’s leadership has taken a hit. If this continues, advertisers may shift their budgets elsewhere—where pricing and ethics are more stable.”
Conclusion: An Ethical Crossroads for the Media Industry
The unfolding situation highlights a larger issue within the media landscape: the erosion of ethical boundaries at the leadership level. The alleged misuse of authority for personal gain could potentially drive advertisers and agencies away from the network, sparking broader scrutiny and reputational damage.
It remains to be seen whether top management will intervene, or whether this matter will quietly fade—despite the rising concerns of industry veterans and agency heads alike.