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
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories