| MUMBAI:
I still distinctly remember the year 2007 when over a coffee table conversation
in London, my friend started talking about Indian Idol 3 and CID
and that if we are not watching it, we are missing out on good television. I immediately
made it a point to watch Idol and was hooked from the word go. I
remember writing to the producer of the series then on what a great show it was,
thanking everyone involved in making the show (I didn’t know anyone at Sony
then, for that matter hardly knew anyone in the industry). And an immediate strong
bond with Sony Entertainment Television was formed – there is something about
the brand that over the years has maintained strong affinity with viewers despite
the usual ups and downs… a sentiment many peers echo in the industry.
And when I was
asked to write the yearender on Sony Entertainment Television, I felt both excited
and nervous. Nervous because I have been around for just six months at Sony (and
broadcasting) and the other contributors are industry stalwarts. Excited because
it’s been such an eventful year for us and there is so much to share. So
here it goes…
We
started the year at about 80 GRPs and had slipped to No. 5 amongst the GECs (general
entertainment channels). We ended the year at about 180 GRPs and much closer to
the top GECs than we had been in the last 12 months. We beat everyone’s expectations
including some of our own. And this, when we have unleashed only a part of our
strategic plans. So that holds a lot more promises for the year ahead (will come
to that in a bit). Through the year we launched a number of shows and every time
the audience gave us a fair chance. With some we succeeded, with others we faltered
but the overriding Sony Entertainment Television brand equity ensured that we
kept gaining from strength to strength. Through
the year we continued to raise the bar on content innovation bringing in fresh,
sometimes bold and brave ideas into the rather undifferentiated menu that’s
dished out daily. Iss Jungle Se Mujhe Bachao and Dance Premier League
were clutter breaking reality shows mounted on a scale never seen before and
both created tremendous buzz. Entertainment
Ke Liye Kuch Bhi karega started a new genre of talent shows and popular demand
drove us to a second edition within months of the first edition. Ladies Special
was one of the most appreciated daily soaps getting rave reviews from almost everyone
we know. Baytaab Dil Ki Tamanna hai and Jeet Jayenge Hum dealt with
bold social themes. And
we started 2010 with the most differentiated slate of shows from YRF. Whether
it’s the coming of age Sci fi thriller Seven or the modern look at
matrimonial agencies in Rishta.com or the ultimate cops vs. crime thriller,
Powder, or the refreshingly “that could be my story” world of
Mahi or the super stars show with a purpose , Lift kara De - each one has
set new benchmarks in Hindi entertainment content. Not all of these shows lived
upto our ratings expectations but every single one stood out amongst the mass
menu pushing the envelope every time. This
was also the year when we revisited our history and brought back shows that have
enjoyed tremendous popularity over the years. Aahat season 4 was a runaway
success creating a new original programming slot at 11 pm. Comedy Circus 3
ka Tadka definitely had viewers asking for more. Dus Ka Dum continued
to be popular in its second season. And yes, the much talked about CID
was a key pillar of our plan. We
put together a plan to further strengthen the footprints of the brand which included
bringing back the best cases from CID archives as CID Classic Cases
as well as announced the CID Gallantry Awards amongst other ideas that we continue
to work on. We got an overwhelming response from audience and CID is today
amongst the most popular shows on Hindi GEC. After all, how many shows have enjoyed
an uninterrupted run for 12 years! Last
but not the least has been our focus on people and sharper audience understanding.
In this continuously evolving market and changing audience preferences, we have
spent a lot more time understanding whats happening out there. And we are building
a team of only the best professionals. In total, 2009 was a year of accelerated
growth based on a robust mix of innovative content, focus back on existing properties,
fixing basics and building foundations for the future. The
next three years starting 2010 will be about sustainable and profitable growth.
We will look to consolidate our position on the back of a formidable content pipeline
that we are already building and with a sharper understanding of the ever evolving
audience. There
are plenty of opportunities for Sony as we embark upon this journey. The big one
is the tremendous opportunity we have on weekdays and with the daily soap launches
lined up in the next six months, we are more confident than ever before. Equally
important is the fast growing DTH homes. Early data already indicates that Sony
enjoys a proportionately larger following within DTH homes which will be a competitive
advantage for us. We also have a growth opportunity by extending our hours of
original programming vis a vis the competitive set. In
an extremely competitive scenario, the challenges are no fewer. There are the
usual threats from existing competition who are all very formidable as well as
newer threats from the emerging entertainment channels like Sab and Bindass. And
the biggest challenge will continue to be to never underestimate what the audience
demands and deserves. So
is there a GRP or position we have in mind? We do. However, at this stage its
suffice to say that we have a plan and a team that is committed to deliver this
growth taking Sony Entertainment Television to a leadership position again. | 
