Television

2-14 age-group is highly under-indexed, avers Sony Yay! business head Leena Lele Dutta

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/05/08/SONY-YAY-Story.jpg?itok=w-Zol6N7

Leena Lele Dutta had been hired in 2007 to establish the content distribution and licensing division of Sony Pictures Television in India in 2007 and expand the footprint thereafter into the south Asian markets. It's been more than nine years Dutta has been a part of growing Sony family.  Currently, Dutta is heading the Sony Pictures Network India’s CEO N P Singh’s brainchild new kids channel -- Sony Yay! In conversation with Indiantelevision.com’s Sonam Saini, Dutta shared her experience of shifting from B2B to B2C.

Excerpts:

You have been with Sony Pictures Television for over nine years. How has been the shift from content distribution arm to heading a kids channel? What are the challenges you are facing?

My earlier role with SPE back in 2007 was to set up the content distribution arm for India and that included licensing of various Hollywood movies the studio produced and acquire across its four main studios. Not only the movie piece but also the television shows which are actually produced there and syndicated here in the network.

The first year was invested in establishing the content arm and figuring out the role because, prior to that, I was a hardcore ad sales person. This is was the new channel but, in seven years, the market has also evolved.

Being the country manager, I was responsible for monetisation of the existing content, and here it is the other way round. Here, it is the health of the overall business, here it is more of a B2C business. Here your clients are 2-14-year-old kids who are there across the length and breadth of the country. A kids channel was the missing link in the network.

It is a mindset evolution. What made is easier is the transition within the Sony family. The kids channel, NP’s (N.P Singh) brainchild, wanted to get somebody on board, and here I am.

Where did you see scope for a kids channel?

A lot of scope existed in the space. With our four desi shows, we are very confident of making a mark. More similar shows are coming in October, and being the only channel that caters 100 per cent desi content, we will definitely have a well-known presence by the end of first year for Sony Yay!.

We also want Sony Yay!, as the brand name stands for happiness, to spread happiness and contentment among the kids.

The same thing will reflect in our marketing strategies. We will have lots of mall activities, theme park activities which resonate with Yay! We will also have CSR activity which will give Yay! moments to kids. These measures will co-exist with our content offering.  We would be pursuing school contract programme after summer breaks.

How big is the kids genre in India market?

The category is the third largest after Hindi general entertainment channels and Hindi movies channels. Accordig to the new BARC system, the 2-14 age group (*) is phenomenally huge. The biggest challenge this category has right now is that it’s highly under-indexed. 

A lot of advertisers are looking to invest in the kids category -- to focus on the 2-14 age-group. However, they are completely discounting the parents who are watching the content as well. In the coming months, we hope to engage with parents more in consuming our channel and not only expand the category. We also have significant play in the area where it is seen more seriously than just a kids channel.

What will Sony Yay!'s strategy going forward?

The strategy is very clear, we wanted to be the most preferred brand among the kids. We want people to know what Sony Yay! stands for.  Our partnership with Tiger Shroff has worked tremendously well. We have got a huge response from the kids and their mothers. The launch campaign has been talked about.

Our colleagues in the industry have observed quite a movement in this category. Whatever we are doing including our content and marketing initiatives, we are here for the long haul. From day one, a lot of investment and efforts have been put into the new channel to make a mark and shake the category.

At the press conference, you had mentioned that the IPs remain with the channel. Is there a chance that you might sell/licence rights to OTT players?

Those are the primary revenue models we will consider. We will also consider the licensing and merchandising model as well. That's the benefit of owning the IPs, and not sharing. There is a strategy of monetisation going ahead with the characters, but we are not going to roll it out in the immediate future.

What are challenges you faced while distributing the channel?

Luckily, our distribution team has been phenomenal as we stand today we are present in almost 90 per cent of all digital homes. We have been fairly well distributed -- in fact, some major MSOs are willing to carry us in top five of the kids genre, which helped boost our ranking.

(* Sony has helped rectify the BARC India category figures to GRP 582)  

Also Read

Sony to shift Animax channel to SonyLiv

Age-appropriate 'safe' content is taken from Nat Geo Kids, Sony & Amar Chitra: Shirsa

Sony Pictures Network builds team for kids channel, appoints two execs

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/vikas.jpg?itok=zxlytGcp
Republic TV, BTVI join hands for budget coverage

MUMBAI: Republic TV, spearheaded by Arnab Goswami, and Business Television India (BTVI) have entered into an alliance for content and programming around Union Budget 2018. The Republic TV- BTVI alliance promises to offer viewers a distinctive experience.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/nba_0.jpg?itok=C2zPkp_A
Mairu Gupta and the art of building the NBA in India

MUMBAI: For basketball fans worldwide, the US National Basketball Association (NBA) represents the mecca of the sport. But in India, the NBA has had its task cut out, what with cricket presenting a near impenetrable line of defence.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/cnn-news18-year.jpg?itok=rbLMcF5z
CNN-News18 'Indian of the year' 2017 special Telecast on 9 and 10 December

MUMBAI: The awards night of the annual and flagship initiative of CNN-News18, ‘Indian of the Year – 2017’ will be telecasted on the 9 and 10 of December at 9:30 PM on the channel. The initiative, whichrecognizes and awards the exceptional contribution and achievements of the iconic Indian citizens...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/rodies.jpg?itok=2krWNvsY
Music channels bet on shows to boost viewership

MUMBAI: Seems like music channels are playing second fiddle to online music platforms when it comes to playing tracks. In an attempt to grab more eyeballs, pure-play music channels on television are moving away from the music content and focusing more on the youth-centric shows.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/gossip.jpg?itok=xw4jvLW4
Zee TV leads Hindi GECs in week 48 of Barc ratings

MUMBAI: Zee TV emerged as the leader among Hindi general entertainment channels (urban + rural) dethroning Zee Anmol, according to Broadcast Audience Research Council’s (BARC) all-India data for week 48.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/Arnab-goswami2.jpg?itok=R7KgtjH3
Republic TV continues lead as genre ratings rise

BENGALURU:Two of weeks earlier, we had mentioned that the English News genre’s four week average ratings and weekly ratings have been falling since weeks 29 to 32 of 2017. The fall continued until week 47 of 2017 when the combined Broadcast Audience Research Council of India (BARC) weekly ratings...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/ttn_0.jpg?itok=OfnBLK2T
SPN India acquires TV, OTT rights for T10 Cricket League

MUMBAI: The newly introduced T10 Cricket league (TCL), which will be played at the UAE’s Sharjah Cricket Stadium, will be telecast live on Sony ESPN. The league is a four-day event running from the 14th to the 17th of December 2017.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/07/robert.jpg?itok=jCBH7yyT
News Corp’s new ad network takes on Facebook, Google

Training its guns at the digital-ad dominance of Google and Facebook, News Corp has launched a platform, News IQ, to let advertisers reach audiences across all of its online properties.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/07/geet.jpg?itok=kvMhOlw7
Gracenote launches channel monitoring solution for broadcasters

MUMBAI: Gracenote, a Nielsen company, has launched its next-generation TV distribution monitoring and reporting solution developed specifically for the Indian TV market called TV Street Maps 2.0.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories