Viacom18's plan for Sonic

MUMBAI: Viacom18 is gearing up to launch a new channel, Sonic, by mid-December.

Sonic, the fifth channel from the joint venture company between US media conglomerate Viacom Inc and Network18 Group, will target the 10-17 year old.

Viacom18 believes that this TG is largely underserved and untapped and Sonic will bridge the gap between the kids and the youth channels. Incidentally, the JV also runs kids channel Nick and youth channel MTV, apart from Hindi general entertainment channel Colors and English entertainment channel Vh1.
"Sonic will cater to the audience aged between 10-17 years of age. They are extremely influential and are drawn towards thrills, action and edge of the seat excitement. At the same time, the category is underserved," said Sonic and Nick EVP and GM Nina Elavia Jaipuria.

The channel will predominantly be an animation channel with 80-85 per cent animated content, said Jaipuria.

However, Sonic will have to tap into a category which has about Rs 2 - 2.5 billion revenue potential, while the cost of original animated content and distribution (carriage) are very high.

"Yes, the cost of original content is very high and distribution also needs huge investment, but we as a group (Viacom18) have been a challenger in the industry. We aim to reach 40 million households in first phase of launch," Jaipuria said.

The channel will be paid from the day of launch and will be distributed through Sun18 Media Services.

The channel will soon roll out a 360 degree marketing campaign spanning TV, radio, print and outdoor. It has Vizeum India as the media agency while Scarecrow Communications is the creative agency of the new channel.

UK-based Red Bee has created the logo and the on-air packaging of the channel.

The channel will be launched with four feeds - English, Hindi, Marathi and one more HSM regional language, which Jaipuria said will be disclosed later.

Sonic will have six hours of original programming daily. It will air shows including Shaktimaan (animated version of India‘s first superhero). Big Animation is producing the 26-episodic series for the channel. Other animated shows include - Kung Fu Panda - The Legend of Awesomeness, Jackie Chan Fantasia, King Kong, Power Rangers and Superstrikas.

On weekend, the channel will air action movies.

Latest Reads
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories