Sony TV UK lures ethnic clients with new approach

With the number of Asian TV channels at an all-time high in the UK, the advertising pie has never been so small. At one time, local clients were snubbed for the mainstream commercials via BARB. To lure back local advertisers, each of the big broadcasters are attempting various strategies before Sky platform changes take place this summer.

One broadcaster, which has always stood out from the crowd is Sony Pictures Networks – the parent company of Sony Entertainment Television, Sony Max, Sony SAB TV and Sony Mix. BizAsiaLive.com has learnt that the broadcaster is working on various business networking events to educate local clients about its channels.

Recently, Sony Pictures Networks held an intimate event in Leicester to attract ethnic clients to its channels. As well as its sales team, its marketing team was also present to discuss event tie-ups on a local level. Similarly, the broadcaster held an Iftaar dinner at Royal Nawaab London. The broadcaster is also said to be planning similar events in other UK cities. One thing is for sure, the approach by Sony Pictures Networks is different to other channels. Less on the aggressive and more of a softer, warmer approach is the new tactic. Whether it will pay off, is another question.

It is also worth adding that Sony Pictures Networks is most probably the only UK Asian TV broadcaster that holds an annual “meet” event for its clients and partners. The ‘Festivals’ event is said to be a successful strategy for Sony and is expected to remain a permanent fixture in its calendar.

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