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.