| MUMBAI:
Sony Entertainment Television hopes the Indian Premier League (IPL) will start
the process for a change in its fortunes. The
flagship Hindi general entertainment channel from the Multi Screen Media (earlier
Set India) stable has decided to use the popular Twenty20 format platform to launch
a marketing campaign that would lay the ground for its change in positioning as
it firms up the launch of a slate of programmes after the expiry of the second
edition of the IPL. With
a fall in ratings and a fifth position in the GEC space behind NDTV Imagine for
the week ended 11 April, Sony is lining up differentiated content to pep up its
audiences during prime time viewing hours. The mix will include 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." The
channel has started airing, from today, a 45-second brand film titled Badal
Rahe Hain Aap, Badal Rahe Hain Hum (You are changing, we are changing) across
all Sony group channels. The
brand will showcase how Sony, which has been in business for the last 14 years,
is evolving according to the taste of its audiences.
"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," says Sony Entertainment Television marketing head Danish
Khan. 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. Khan,
however, did not elaborate on the programming details. But sources say the channel,
which has slipped to the fifth position with 78 GRPs for the week ended 11 April,
will host the second season of Dus Ka Dum hosted by Salman Khan and a new
show Palampur Express produced by Roshan Abbas as part of its new launch.
Presently sticking
to the TV for reaching out to people, Sony plans to host a line of on-ground activities
that would include cinemas, hoardings and digital signage in 15-20 days time.
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