Specials

Guest Column: English content consumption showed upward trend in 2016

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/10/Inside%20image.jpg?itok=rRHXYA9k

Consumption of English content continued to show growing trends during the year 2016 and the momentum is expected to be sustained this year as well.  An interesting and encouraging trend was the continual surge in Hollywood box office collections in India as compared to previous years. This reflects the growing affinity of Indian audience towards English content. There has also been substantial growth in social media conversations on Hollywood and other English content and expect the trend to continue in a big way in 2017.

Coming to Hollywood movie channels, the key to success is to have a strong pipeline of premieres and library films. This is at the core of our business and a big reason why we invested aggressively to get the best content for our viewers. The tie up with NBC Universal enhanced our programming with blockbuster films and franchises like Jurassic World, Fast& Furious, Minions, Steve Jobs, Straight Outta Compton, Jason Bourne, Sing and Secret Life of Pets to name a few. We have also extended the PIX Brand to the South Asian markets.

public://Sherlock_s4_ep1_006 (1).jpgOur market research indicated that the audiences are segmenting into two parts. One that loves mainstream cinema. The second is that loves good cinema, irrespective of the fact it being mainstream or not. We capitalised on this opportunity with launch of our new movie channel in 2016 – Sony Le PLEX HD – which brings to its viewers movies that are critically acclaimed and are based on powerful stories and characters. Our objective was to create a differentiated product and present content in a never-seen-before manner, while positioning the channel as a fun hangout for the community of movie lovers who converse around quality cinema. With premieres of Oscar winning film like Spotlight, The Walk, Concussion and other acclaimed movies on the new channel we have opened up an opportunity to consume great cinema for an audience set whose needs were grossly underserved.   

public://raptors_owen_960.pngIn the English general entertainment space we relaunched our flagship channel AXN making it more contemporary and appealing to the audience through the new brand positioning - Live R.E.D. We were able to build strong character and show associations with the channel which was one of the key tasks we had set out to achieve. Our content is highly diverse, which is reality, entertainment and drama – and that is what Live R.E.D stands for. From a viewer gratification perspective, LIVE R.E.D. stands for Rush Excitement and Dream; that is what our shows provide. We have leveraged R.E.D. to define our characters as well. For example, Live Eccentric, Live R.E.D defines Sherlock’s character.

In the general entertainment category, there exists two distinct audience segments. The first set is called the influencer and the other set is called the adopters. While the influencer is an audience who is clued on to the latest shows as and when they are released worldwide, the adopters are those who are easing into the category and would want to consume long running cult shows. Our programming caters to both the audience segments. It consists of new as well as old shows that have been well received by the US audience. For instance, under AXN’s property Fresh from the US, we enable the audience to watch the latest and popular shows closer to the US timeframe like Sherlock, Billions, Orphan Black, Bull, Elementary and Supernatural to name a few. Getting to watch new shows on their TV sets will certainly discourage the viewers from downloading content and help curb piracy.

public://Benedict-Cumberbatch-and-Martin-Freeman-in-Sherlock-Season-4-Episode-2.jpg2017 is going to be a year where we will consolidate the gains from our investments of the previous year. Our programming strategy is likely to remain consistent with the previous year and we don’t foresee significant changes in the audience behaviour or need.

Maintaining our loyal fan base along with targeting fresh consumers is another task at hand and I am sure we will execute it well. We have a lot of exciting content in store for the year 2017 across channels as we strive to bring the best of Hollywood to our viewers. And we start all of this with the much awaited premiere of Sherlock season 4 on AXN.

public://Saurabh-Yagnik-800x800.jpg (The writer is EVP and Business Head, English Cluster, Sony Pictures Networks, India. Views expressed in this article are personal and Indiantelevision.com need not necessarily subscribe to them.)

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/DTH-inside.jpg?itok=jUat5Lv6
The growth of DTH in India

MUMBAI: Dish TV, Videocon d2h and FreeDish. These were the three names that dominated India’s DTH sector headlines in 2016. The Essel Group’s Dish TV India is likely to forge the mother of a merger, (if permitted by shareholders and government departments) with another fast-growing rival -- the...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/inside.jpg?itok=fXb53zWv
Star's five marketing strategies that helped sports grow in 2016

"Business has only two functions: marketing and innovation," is a lesser known observation of Milan Kundera, the Czech-born French writer who’s more famous for Unbearable Lightness of Being and more such thought-provoking novels.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20image%203.jpg?itok=w_TR5TiK
Guest Column: As digital spreads wings, bolstering security is paramount

The dream of moving towards a cashless society has never been closer than it is today in India. With the recent decision of demonetization, the public is being actively urged to move online for their transactions, big or small.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20page.jpg?itok=yOoLpXQn
BARC India gets thumbs up for 2016...but challenges remain

“By definition, remarkable things get remarked upon,” so said Seth Godin, entrepreneur-turned full time speaker, writer and blogger.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20image.jpg?itok=quiq6PVc
Guest Column: Measure by Measure

Year ends are always a good a time to reflect on the past, take stock of the present and plan for the future. So let me begin, by reflecting on the year that was.  

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/06/logo.jpg?itok=grS2PQtE
Guest Column: Regulating video in Internet age: Pressing challenges, slow movement

Video markets in Asia, as in other parts of the world, are being swept by a wave of commercial and technological adjustment to the rise of internet-delivered video, frequently referred to as “OTT” television. Unfortunately, in most countries adjustment of regulatory policies by governments is way...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/05/inb-800x800.jpg?itok=rkx_ocjD
Regulations 2016: Of DeMon challenges, changing goalposts & rampant litigation

The regulatory regime in 2016 not only continued to struggle keeping pace with fast-marching technology (4G is passé, 5G is being talked in some countries), but lack of consensus amongst stakeholders on major issues meant that litigation was rampant, thus leading to changing milestones.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/05/vivek1-800x800_0.jpg?itok=xnGHpaF4
Guest Column: 7 digital trends that will dominate 2017

As a digital marketing specialist, I often get asked by peers, clients and friends alike: “What can marketers look out for in the digital space next year? "Digital is by far the fastest growing medium and we can gear up for exciting times ahead. Here’s a peek at the top digital marketing trends (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/05/year-ender-800x800.jpg?itok=XIfMZmVC
MAM 2016: When marketing, advertising hopped on to Digital India

‘Live streaming', 'Video on demand', 'data crunching', 'branded content', 'geo-targeting', 'digital measurement', 'native advertising', 'programmatic', ‘digitisation', 'demonetisation'….2016 has generated enough buzzwords for the Indian marketer. So much so that it is hard to place one's finger on...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories