Sony Pictures Networks India (SPNI) has appointed Harsh Sheth as Business Head – Sony Entertainment Television (SET), strengthening the leadership at one of India’s most iconic Hindi general entertainment channels. In his new role, Sheth will oversee SET’s overall business strategy and P&L, reporting to Nachiket Pantvaidya, Chief Content Officer – SET, Sony Marathi and Movie Production.

According to a press release, the network signals a renewed focus on driving growth, profitability and sharper business execution for SET as competition in the Hindi GEC space continues to intensify.

Sheth brings close to two decades of experience in building and scaling high-impact media businesses across television and digital platforms. He joins SPNI from JioStar, where he served as Business Head – Star Bharat and Star Utsav. During his tenure, he played a key role in Star Utsav’s transformation after its free-to-air entry, steering the channel to the number one position nationally, while also improving Star Bharat’s financial performance through disciplined cost management and content optimisation.

Earlier, Sheth spent over a decade with Disney Star, where he was instrumental in building the network’s Hindi and English movie portfolio. As Business Head – Hindi & English Movies, he helped create one of India’s leading movie networks, driving sustained profitability and forging long-term partnerships with major studios and creative talent.

Commenting on the appointment, Nachiket Pantvaidya said Sheth brings a strong blend of commercial acumen, audience insight and leadership experience, which will be valuable as SET sharpens its growth ambitions. “His experience in building large, profitable entertainment businesses will be a valuable addition to the team,” Pantvaidya noted.

Harsh Sheth said he was excited to join SPNI at a time when SET continues to be a defining force in Indian television. He added that he looks forward to working closely with the leadership team to drive the channel’s next phase of growth and further strengthen its market leadership.

Sony Pictures Networks India, the consumer-facing identity of Culver Max Entertainment Private Limited, operates a portfolio of 28 premium channels across genres including general entertainment, movies, sports, kids and factual programming, along with OTT platform Sony LIV. The network reaches over 700 million viewers in India and is available in more than 150 countries worldwide.