| For Dasgupta, the priority this year is to get Sony
TV to some position of dominance. "Advertising on re-run channels
is going to be poor. In matured TV markets, such channels are mainly
subscription-driven. When you pay for what you watch, that's the time
to launch a flanking channel," said Dasgupta.
With Zee and Star having plans in the southern regional language
market, what would be Sony's strategy? "We will plan when we
feel that the market is right. There are no movies available for
acquisition in these markets. There are also too many players. We
will have to wait for consolidation," says Dasgupta.
Is Sony prepared to buy out any existing players? "We do not
want to buy early and spend too much money. We will wait for the
right time and decide what we are to do," he says.
The immediate focus is not to get a flanking channel or move into
the regional language markets, but to get Sony TV up. "Getting
channels for other audiences are long term plans. There is no point
in creating more vessels to lose money," says Dasgupta.
Isn't Sony TV slipping in audiences after having climbed up the
rating charts in the first half of the year? "In metros, we
are actually doing better. Our programme positioning being youthful
and aspirational."
How will the launch of StarOne affect Sony TV, particularly as
it is aimed at the younger aspirational audiences? "They may
end up cannibalising their own audiences," is all Dasgupta
is willing to offer.
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