MUMBAI: For Danish Khan, the New Year has begun on a new note. Having spent years in marketing, he takes the jump to build content in Star Plus, the flagship Hind general entertainment channel (GEC) of Star India.

Khan has joined as programming head of Star Plus, a source in Star India told Indiantelevision.com. He will report to Star Plus GM Nachiket Pantvaidya.

He had resigned as marketing head at Sony Entertainment Television in early December where he played a key role in promoting big properties like Kaun Banega Crorepati (KBC), Indian Idol and Jhalak Dikhhla Jaa.

Khan moves into his new shoes at a time when the Hindi GEC space is becoming fiercely competitive and a close battle is being fought at the top. India?s cable TV networks are also transitioning from analogue to digital mode of delivery where viewers get to pay for the channels that they pick. In this changing scenario, the content game becomes all the more crucial for a broadcaster.

A sociology graduate with a postgraduate degree in management, Khan has more than 10 years experience in advertising and broadcasting industry.

He joined Multi Screen Media (then SET India) in 2002 and was part of the team at Max, a hybrid channel which had movies and cricket. Max at that time had bet big on cricket with the acquisition of ICC broadcast rights.

At Max, he was credited with being part of the team that successfully built the 2003 and 2007 ICC World Cup brand properties for the channel.

After a successful stint at Max, Khan moved within the organisation to Sony Entertainment Television in 2008 as senior vice-president and head of marketing.

MUMBAI: Gaurav Seth, Head of Marketing at Max, will take additional charge as Head of Marketing at Sony Entertainment Television following Danish Khan?s exit.

Danish Khan has put in his papers as the Head of Marketing SET and is currently serving his notice period.

Multi Screen Media COO NP Singh confirmed the news to Indiantelevision.com. "Yes, Danish Khan has quit Sony," he said.

Seth will continue to handle the marketing of both the channels. He will also be responsible for the marketing of MSM?s biggest property, the Indian Premier League (IPL).

Search is on for Seth?s replacement at Max.

"I am looking forward to take the new responsibility (as Marketing Head of SET). I will also be handling marketing of Max till the time there is a replacement for me," Seth said.

"Besides, I will also be handling IPL purely from continuity point of view. I have been handling IPL for the past four years, so it was felt that I should look after it for this season too since the tournament is too close," he added.

The IPL season 6 will be housed under MSM?s sports and entertainment channel Sony Six which went on air in April this year.

Danish Khan could not be reached for comment till the time of filing this report.