Ajay Bhalwankar returns to SET as chief creative director

Multi Screen Media's (MSM) general entertainment channel (GEC) Sony Entertainment Television (SET) has brought on board Ajay Bhalwankar as chief creative director. The appointment will be effective from April 7. Bhalwankar will provide creative leadership and direction for the channel and lead the programming and on-air production teams. He will report in to Nachiket Pantvaidya, senior executive vice-president and businesshead - SET.

Prior to joining SET, Bhalwankar was the content head - Hindi GECs at Zee TV and has been instrumental in delivering quality content. An industry veteran with over 20 years of experience, he has worked with MSM in the past, as the programming head for SET from November 2009 to June 2011. Pantvaidya said, "Ajay is an extremely experienced individual with a rich experience of over 20years in Journalism and Television, spanning various roles ofcreating, writing, programming, producing and directing entertainmentcontent. Under Ajay's leadership I am confident that we will make the right strides towards our vision of best in class content for SET." Bhalwankar added, "I'm delighted to join SET again and hope to provide valuable programming inputs acrosscontent on the channel. It is an extremely challenging role and I am looking forward to this exciting journey."