MUMBAI: Erstwhile Sony Entertainment Television executive vice president, network sales and marketing, Kacon Sethi has joined K Sera Sera production Ltd as its chief executive officer.

She will be heading the production house's operations in India.

After her stint with Sony, she has been an ICE (information, communication and entertainment) consultant, says an official communique from K Sera Sera.

She was also the managing director of Sony's sister channel MAX since 2000 and was part of the guard that exited the organisation in October 2001, following a rightsizing exercise initiated by Sony Entertainment International president Michael Grindon. Sethi by then had been with Sony for six years, having joined as VP, ad sales in 1995.

Sethi started her career in media planning and buying at J Walter Thompson in 1989. Prior to her stint with SET, she was national media director at Grey. During her career in media, she has worked on some key accounts like ITC, HLL, P&G and others, says an K Sera Sera communique.

"I am excited to be part of the young and fast moving team at K Sera Sera. As its CEO, I look forward to working closely with our long term associates like Ram Gopal Varma," offered Sethi.

K Sera Sera MD Parag Sanghvi was quoted in the communique as saying, "We are glad Kacon is on board with us. The next couple of years are important from the point of view of growing our business significantly and with Kacons vast experience and leadership capabilities, we are confident we are steering in the right direction."

With the company chairman, Ash Pamani indicating that the production house was aiming at being one of the top three television production house in the country, Sethis appointment seems like a move in the same direction. K Sera Sera has in the last two years come out with feature films like Darna Mana Hai and Bhoot, with Gayab primed for a July release. The company has tie ups with Sahara Manoranjan for producing telefilms as well as feature films, as well as with Radaan Mediaworks and the Girish Malik promoted Clapstem Productions.