After 14 years on-air, Sony Entertainment Television Asia has undergone its biggest ever change with a slew of new shows, positioning and imaging.
In the past four years, Sony TV has struggled to garner big enough TRPs to compete with the likes of STAR Plus, Colors and ZEE TV. The main reason has been the weekday primetime shows not working as well as the weekend line-up. Parent company, Multi Screen Media India re-evaluated its flagship brand Sony TV and used the big platform of IPL to convey the big change to the viewers.
N P Singh, chief operating officer, MSM India, says, “On 25th May, Sony will change to reflect the changes in Indian society, to relate to its new aspiration, to stand up to its new expectations and to cater to its changing entertainment needs.”
For Gurdip Bhangoo, senior vice-president and head, programming, Sony TV, and his team, it has been a very exhaustive six months involving research, evaluation and analysis about the perception about Sony TV in the market, what the channel stands for in the entertainment space and what can be explored.
Gurdip Bhangoo said, “We have tried to give the viewers a perfect blend of shows that will resonate with families of today’s India. Each show has a distinct identity and the overall programme line up is going to be uniquely different than what you have seen so far on the Indian GEC space.”
Sony TV’s new positioning, which the channel hopes will further cement the relationship between the broadcaster and the viewer will be showcased through its new branding. Its hourly signature video entails of the new tagline “Ghar Ayyi Hai Khushi” – “Happiness Has Arrived Home.”
Furthermore, new shows include ‘Chittod Ki Rani Padmini Ka Johur’, a story of the beautiful warrior princess, known for her ethereal beauty, grit, valor, patriotism and sacrifice. History continues to hail this legendary queen, even to this day, as a powerful queen of our times.
‘Palampur Express’ – an inspirational story of Pavni, a young small town girl, who dreams of being an athlete and is ready to face all the trials and tribulations in her path to win an Olympic gold medal for India.
‘Bhaskar Bharti’ – A man in a woman’s world is generally viewed as pleasure, a blessing��_ while a woman in man’s world is considered to be a struggle for survival & a fight for identity. ‘Bhaskar Bharati’ is story of both the worlds. Interestingly it happens to the same person – Bhaskar!
‘Ladies Special’ is a drama series that takes a peek into Mumbai’s lifeline – the trains. It is about the popular ‘Ladies Special’ train that runs during the peak working hours from one end of the metropolis to the other. This special train transports thousands of women to their place of work and back, thus making the train their ‘second home’.
‘Entertainment Ke Liye Kuch Bhi Karega’ is a new reality show hunting for India’s finest entertaining talents, judged by Anu Malik and Farah Khan.
New to weekends will see the return of Bollywood actor Salman Khan in the second series of ‘Dus Ka Dum’. Also a new comedy show ‘Dekh India Dekh’ airing Saturdays at 22:00.
The new look was unveiled at 20:00 tonight with a set of new graphics, imaging and promos. The logo will remain the same.