Harsh Sheth exits JioStar; SonyLIV role next: Reports

MUMBAI: Harsh Sheth is set for his next act. According to media reports, the senior media executive has exited JioStar and is widely expected to join SonyLIV as its chief content officer, signalling a high-profile move in India’s fiercely competitive streaming space.

Sheth brings with him a deep bench of experience shaped over nearly two decades at the Star network. Most recently, he served as business head for Star Bharat and Star Utsav, after steering Disney Star and Hotstar’s Hindi and English movie business. From premium Hollywood fare to mass-market Hindi movies, Sheth has spent years decoding what clicks with Indian audiences.

His journey at Star reads like a masterclass in content leadership. Over 11 years, he climbed from strategy and research roles to running some of the network’s biggest movie and entertainment portfolios, including Star Gold, Star Movies and Star World. Along the way, he built a reputation for balancing creative ambition with commercial sharpness.

Before Star, Sheth cut his teeth at Times Network, where he was part of the core launch team for Romedy Now, and earlier at Tam Media Research, advising broadcasters on audience insights and strategy.

If confirmed, his move to SonyLIV comes at a crucial moment. As platforms battle for attention in a crowded OTT market, content leadership has become the sharpest weapon. With his mix of data-driven thinking and programming instinct, Sheth could be just the steady hand SonyLIV is looking for as it plots its next phase of growth.