MUMBAI: It's official! Tarun Katial has joined Sony Entertainment Television as the executive vice president - programming & response.

Katial, according to a company release, is to oversee the channel's creative content, programming and on-air promotions. Interestingly, despite Katial's being at the same level in terms of designation (as executive V-P), the release makes it clear he will be reporting to Sunil Lulla, executive vice-president and business head of SET.

Sony Entertainment Television Network's chief executive officer, Kunal Dasgupta offers, "Tarun brings with him valuable experience in programming. As a member of Sunil's team, he is tasked with driving Sony Entertainment Television's programming profile and I am sure, he will add enormously to the momentum of the channel."

Says Lulla, "Tarun's creative drive will further catalyze the channels process of growth. I do believe we will see significant innovations and breakthrough programming in the year to come.

As for Katial himself, who has been in the denial mode ever since reports first surfaced that he was joining Sony, is quoted as saying, "I am happy to join Sony Entertainment Television and believe it will expand my portfolio of work and creativity. It provides me with a stimulating challenge to create a differentiated product offering and help the brand grow to newer heights."

Hailing from a media & communications background, Tarun has worked with leading advertising firms of the country including Saatchi & Saatchi, Nexus Lowe and Ogilvy & Mather. He last held the position of senior vice-president - Content & Communications at Star Network.