Sony TV to reposition; unveil new look post IPL

Once India’s leading channels, Sony Entertainment Television Asia, has decided to change its market stance by unveiling a new look after the Indian Premier League (IPL).

The channel, which has slid from amongst the top three Hindi channels in India to number five after facing stiff competition from NDTV Imagine, has begun teasing viewers with its new campaign ‘Badal Rahe Hain Aap, Badal Rahe Hain Hum’ (You Are Changing, We Are Changing).

The broadcaster hopes the new initiative will ramp up its viewership numbers, which have been on the way down for the past two years.

Sony Entertainment Television India holds the rights to the IPL. With the IPL being one of the most watched cricket phenomenon on Indian television, Sony TV will be riding on the large viewing audience to tease viewers with its new programming positioning.

In an effort to re-inject more energy and oomph in its programming, Sony TV is lining up differentiated content including reality shows on weekdays and a change in slant for its daily soap operas that “would be more realistic to the needs of the consumer wants.”

Speaking to IndianTelevision, Sony Entertainment Television marketing head Danish Khan said, “IPL is a big platform and we will leverage its promotional power to reach out to the maximum number of people. We have bought airtime from 20 channels in news, regional, kids, movies and music channels. These include IBN7, Aaj Tak, Nickelodeon, Hungama, OTV and Bhaskar TV.”

Post the IPL, the channel is planning to launch four to five new shows. “The new programming line up will include content based on real people and real emotions. We will be focusing on a variety of genres. With a new signature tune, the channel will also have a new individuality,” quips Khan.

As part of the new line-up, the second season of ‘Dus Ka Dum’ hosted by Salman Khan and a new show ‘Palampur Express’ produced by Roshan Abbas are in the offing.