SONY
AIMS FOR SKY-HIGH AD TARGET
Sony Entertainment Television TV chief executive
Kunal Dasgupta has set a stiff advertising revenue target
for his channel. Dasgupta says he is looking at notching up
Rs 4000 million in gross advertising bookings during 1999-2000.
He has also chalked out major expansion plans for Canada,
South Africa, Fiji, Australia and NZ.
Says Dasgupta: "The channel is doing well compared
to rivals and we set a target of gross advertising bookings
worth Rs 4000 million in 1999-2000." During 1998-99 ended
March 31, 1999, Sony clocked about Rs 2,150 million in gross
advertising bookings.
Dasgupta pointed out that the channel is also
organising a `Millennium Concert' at Wembley, which is to
be aired live over the channel. And he dismissed rumours that
Sony is planning to introduce regional language and sports
channels this fiscal.
In recent times Sony has made forays in sports
broadcasting and has already bagged the telecast rights for
all the international cricket matches to be played in Sri
Lanka. It is planning to finance the rights acquisition through
an $8 milllion loan at a cost of 14-15%. It has also bid for
the telecast rights for all international matches to be played
in India and organised by the Board for Control of Cricket
in India.
"WE have ambitious plans for SET and after
the success of the channel in the US and UK, it will be taken
to places like Australia, New Zealand, South Africa and Fiji,"
Dasgupta said. The new Sony channels abroad will be started
within the next three months, Dasgupta added. In most of the
countries where Sony is planning forays or is already there,
it has to face competition from Zee TV. For Australia and
New Zealand (markets), for example, there will be new feeds
where programmes to suit the needs of ethnic Asians will be
beamed, but for the Canadian market the US feed will be used.
Though Dasgupta refused to give details of
the investments to be made by Sony during its expansion, company
sources said that initial amount to be pumped in ranges between
$20 million and 25 million.
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