DEVI GVAKHARIA

Joined Formula in 2019 at its inception and took part in establishing it as one of the most trusted and visually distinct broadcasters in Georgia’s competitive media landscape. Oversaw the strategic development and operations of key departments, including Production, Audio-Visual Branding, Marketing, Programming, and Sales.

• Production Leadership: Managed a production team of over 100 professionals; oversaw the development and launch of 25+ original and international licensed programs, many achieving leading positions in the network’s ratings. Responsible for production planning, budgeting, and operational execution.
• Brand & Visual Identity: Directed the team responsible for crafting the visual identity of both the channel and its individual programs. Formula is now recognized as one of the most modern and visually refined brands in Georgian media.
• Strategic Partnerships: Negotiated and signed a media cooperation agreement with Deutsche Welle (DW), fostering knowledge exchange between Georgian and European broadcasting practices and enhancing internal capabilities.
• Market Growth: All of the above together with a team of programming and sales played a key role in elevating Formula’s market position from a new entrant to the 3rd–4th most watched, well-balanced and trusted broadcaster in the country, despite a saturated market.

• Launched digital content sales house for Georgian original content with online platforms like daqalebi.ge (ჩემი ცოლის დაქალები), Rustavi2.ge, and imedi.ge.
• Introduced industry leading ad-tech brand OOYALA—transforming ad placement, targeting, report transparency and measurement in digital ads.
• Became exclusive sales house for Adjara Group online platforms: Adjaranet, Adjarasport, and Hotspot; grew ad brands from 20 to 140 clients and ad sales by x2.5 in 2018.
• In 2019 Digital Inter Media led the market in digital ad sales across multiple media platforms: Adjaranet, MyVideo, Rustavi 2, Imedi, daqalebi.ge - achieving ₾3M+ annual revenue.

• Directed sponsorship sales generating ₾3–5M annually for Rustavi 2 Holding.
• Signed and led membership with EGTA (Europe’s association of television and radio sales houses), aligning Georgian media with leading European sales networks.

• Developed production equipment and rental studio
• Produced two box-office-topping feature films.

• Managed partnerships with Warner, Sony, Universal, and Fox for distribution in Georgia.
• Led repertoire planning, financial analysis, and nationwide film marketing.
• Worked on transition from stand-alone cinemas to a unified multiplex brand (Cavea).

• Rebranded channel and led a marketing campaign “24-hour Prime Time”, increasing ratings and market share by 8%.
• Played key role in elevating the company from long time 2nd place to market leadership.

• Transformed a two-screen theatre into Georgia’s top multiplex and family entertainment center.
• Developed and launched a $350,000 children’s entertainment project with market-leading results and expansion of business into wider entertainment business model.

• Conducted market research and implemented pricing strategies, increasing sales by 15%.