MUMBAI: Sony Entertainment Television (Set) has appointed Vivek Bahl as its chief creative director. Bahl will be responsible for the overall programming of the Hindi general entertainment channel, which was operating without a programming head since Ajay Bhalwankar had left in June 2011.

He will be reporting in to Set Sr EVP and business head Sneha Rajani.

MSM COO NP Singh said, "Vivek?s entertainment experience and a cross-functional strategic perspective will enhance the growth of Set. On behalf of Sony Entertainment Network we look forward to a long and fruitful working association with him."

Bahl comes with over 25 years of experience in the entertainment industry. Prior to this, Bahl had a short stint at Viacom18 as network advisor - content.

Rajani said, "We are delighted to have Vivek Bahl on board. Vivek has great experience and knowledge of content across genres. I wish him all the success and good luck for his new assignment."

Bahl added, "I?m delighted to join Set and hope to provide valuable programming inputs in all genres of shows. This is an exciting and challenging role and I am honored that trust has been reposed in my abilities."

Prior to that he was with Turner International as its Chief Content Officer, overlooking the content strategy and development for Turner?s entertainment brands in India, including Imagine TV, Cartoon Network, Pogo and Warner Brothers. He has played various roles of creating, writing, programming, producing and directing entertainment content.

Prior to Turner, he was executive creative director for Star India and he co-produced the series ?Navya? for Star Plus. He has also worked with Mahuaa Network in a consulting role to set up their new regional channels and Zee TV.