Katial was with rival Star India as executive vice-president, content and communications, but resigned last October.
Katial said: "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."
Katial's brief is to oversee the channel's creative content, programming and on-air promotions. He will report to Sunil Lulla, executive vice-president and business head of the channel. SET is the No.2 channel in terms of ratings and Katial brings with him critical experience, as he was responsible for top channel Star's strategy and planning since joining in 1999.
Katial began his career with Saatchi & Saatchi, moving subsequently to Enterprise Nexus and O&M. He crossed over to television in 1999, when he joined Star as assistant manager, strategy and planning. He moved up to take charge of its flagship Hindi entertainment channel Star Plus in 2002.