MUMBAI: There's a shake-up happening at Sony Entertainment Television (SET). Close on the heels of Star Plus programming head Danish Khan being appointed as the business head for the channel, comes the news that SET senior vice president and marketing head Gaurav Seth has put in his papers after a six year stint at the company.

A source tells Indiantelevision.com that Seth put in his papers in May and is currently serving his three months' notice period.

According to information available with this website, Seth is planning to start-up his own venture in the digital space. With the world going digital and new frontiers opening in the space every day, it comes as no surprise that Seth has chosen to dabble in this futuristic medium. 

He started his career with ESPN-Star Sports as marketing manager in 1997. After six years in the organisation, he moved to Altavista Inc as country head in 2003, where he was responsible for brand development, website traffic growth and advertising revenue.

In 2004, he moved to join Zee Telefilms (now Zee Entertainment Enterprises Ltd) as vice-president, marketing. At Zee, he took care of the group's sports brands and business.

Seth then moved on to join Subhash Chandra-led Essel Group new venture Indian Cricket League, India as vice-president in 2007, where he headed the marketing and communications role.

Merely a couple of months after that, he moved on to join Vyas Giannetti Creative Sports as business head in 2008. At the end of 2008, he joined SET India as senior vice-president, marketing for Sony Max.

At the time of filing this story, Seth was unavailable for comment.