Punit Goenka has been appointed the business head of ZEE Sports, the sports channel from the ZEE Network that is slated to be launched in October, 2004.

Goenka, who is also the CEO and full-time President of ASC Enterprises, will look into day-to-day operations of the channel and will report in to group chairman Subhash Chandra Goel.

Goenka began his career with the Essel Group in 1995, heading start-up venture ZEE Music. He pursued his early education in Switzerland and has obtained a bachelor's degree in commerce from the University of Bombay.