Sony Pictures Networks India (SPNI) has announced the appointment of Harsh Sheth as business head – Sony Entertainment Television (SET).

Sheth will lead the channel’s overall business strategy and P&L, reporting to Nachiket Pantvaidya, chief content officer – SET, Sony Marathi and Movie Production.

He moves from JioStar, where he was business head – Star Bharat & Star Utsav.

Pantvaidya said, “Harsh brings a strong blend of commercial acumen, audience insight, and leadership experience. As SET sharpens its growth and business ambitions, his experience in building large, profitable entertainment businesses will be a valuable addition to the team.”

Sheth added, “SET is one of India’s most iconic entertainment brands. I’m excited to join SPNI and look forward to working closely with Nachiket and the leadership team to drive the next phase of growth and strengthen SET’s market leadership.”

In a career spanning over 19 years, he has also worked with Disney Star and Times Network, among others.