MUMBAI: That Sunil Lulla would be joining Sony Entertainment Television was first reported in indiantelevision.com (on 8 June). Today it was made official with the announcement that Lulla had joined SET as executive vice-president.

Lulla joins SET as a key member of the management team and will report directly to SET India CEO Kunal Dasgupta. Lulla will be the business head for the prime channel of the company viz. SET and will focus on programming and marketing of the channel with a view to drive higher viewership in to the channel and further strengthen the SET brand, an official release says.

With the induction of Sunil Lulla the senior management team at Sony Entertainment Television is now complete. The other key members of the team are: NP Singh (chief financial officer), Rajat Jain (executive V-P - MAX), Rohit Gupta (executive V-P - sales and revenue management), Shantonu Aditya (senior V-P - distribution) and Rajan Singh (senior V-P international business).

The last position he held was CEO, Valuebridge, a consultancy business set up by venture capital firm AtIndia and advertising major HTA. He has also been the CEO of indya.com. Lulla has held various other senior management positions through his career viz. V-P - marketing at United Distillers and Vintners, general manager - MTV India, client services director at J Walter Thompson (Taiwan), general manager - marketing of HMV and associate account director at HTA Ltd.

Lulla has done his masters in management studies from the SP Jain Institute and brings with him 18 years of experience in marketing and general management, the release states.