Multi Screen Media has confirmed that it will be launching its third general entertainment channel, Sony Pal on Monday 1st September.
The channel promises to celebrate the joys of womanhood through its women-centric programming and live the various moments of her life. Actress Juhi Chawla has been roped in as the face of the channel. Sony Pal comes with the tagline ��Yeh Pal Hamara Hai�۪ and the bright colours in the channel logo speak of the positivity it reflects.
NP Singh, Chief Executive Officer, MSM, said, ���The channel�۪s core TG will be women across India in the age bracket of 15-34 years in B, C, D and E markets. Sony Pal will complement the other two GECs in our bouquet and will appeal to women who are looking for differentiated content. We are adopting a market segmented strategy with Sony, Sab and Sony Pal and will appeal as a network to the advertisers. I am seeking the moon as I am very confident with the content and the positioning of the channel. But it is not about what I expect; it is about what the viewers�۪ demand and if we can meet them.�
Anooj Kapoor, Senior EVP and Business Head, Sony Pal and Sab TV, said, ���Sony Pal�۪s strong characteristic is ��positivity�۪ and I feel that this alone has the strength to differentiate it from the other channels in this space. With our tagline ��Yeh Pal Hamara Hai�۪, we are directly positioning ourselves in a personal way to the housewives or the female GEC viewers. Through the insights available from the various researches done by us, we actually got the idea on how to position the channel. Sony Pal will thus showcase content which will empower women to embrace the positive aspects of modern India while preserving her traditional responsibilities, familial togetherness and bonding.�
Sony Pal will launch with a three-hour block of original programming Monday to Saturday and two hours on Sunday. After a month of its launch, the original content during weekdays will increase to three and a half hours each day.
The channel boasts of innovative new shows like ��Simply Baatein�۪ which is a talk show with actress Raveena Tandon and a game show named ��Dil Hai Chhotasa Chhoti Si Asha�۪ with women contestants. ��Ek Rishta Aisa Bhi�۪ which talks about the ��jija-saali�۪ relationship, ��Singhasan Battisi�۪ which is a period drama based on the story of the throne of Raja Vikramaditya with 32 angel statues ,��Pia Basanti Re�۪ who believes that status and class come not from wealth but through one�۪s capability and attitude.
Sony Pal launches in India initially. There are currently no plans to bring the channel in the UK.