CE DESK 
Harsh Sheth joins Sony Pictures Networks India as Business Head for Sony Entertainment Television, bringing 19+ years from JioStar and Disney Star.
Sony Pictures Networks India has appointed Harsh Sheth as Business Head for Sony Entertainment Television (SET). He oversees the channel’s overall business strategy and profit & loss, reporting to Nachiket Pantvaidya, Chief Content Officer for SET, Sony Marathi, and Movie Production.
Sheth joins from JioStar where he served as Business Head for Star Bharat and Star Utsav. He led Star Utsav’s transition to free-to-air model and improved Star Bharat’s financial performance through cost controls and content optimization.
His career spans over 19 years across television and digital media. Sheth spent more than a decade at Disney Star, building the Hindi and English movie network. As Business Head for Hindi and English Movies, he focused on profitability and studio partnerships.
Earlier roles include Times Network. Sheth brings commercial acumen and leadership experience to SET, one of India’s iconic entertainment brands competing with Star Plus and Colors in the Hindi GEC space.
The appointment strengthens SPNI’s leadership amid JioStar consolidation and streaming shifts. Sheth’s P&L expertise suits SET’s growth ambitions in traditional TV while navigating digital disruption.
