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SonyLIV 2.0 seeks to refresh through new-age, youthful vibe

Such a move is taken for repositioning the brand amid thriving competition

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KOLKATA: While the lockdown demotivated many, it did not stop OTT platform SonyLIV from taking a bold stop. With new content in-store, SonyLIV is reviving itself as SonyLIV 2.0. A new team which took up the role to lead the platform last year has reimagined the transformation. As the streaming war in India continues with Amazon Prime Video, Netflix, Disney+ Hotstar, ZEE5 and MX Player being leading names, the rebranding is likely to give leverage.

“We wanted to become more new-age, youthful, user-friendly. That was one thing which we wanted to say through the new logo design. Secondly, the V of LIV also resembles the tick mark. So, the entire design came from the fact that this is the right choice of entertainment,” said SPN digital business marketing head Aman Srivastava. The new logo emphasises the ‘liv’ part in a bright yellow colour in contrast to a colourful background with streaks of purple, blue and orange.

Srivastava said they are informing existing customers about new content through notifications and emailers. Moreover, there is a way to interact with these consumers on the app itself. Apart from that, he adds that SonyLIV has been present on all digital and audiovisual platforms which provides it with the right kind of target audience including its network channels, major platforms like Facebook, Twitter, Instagram, etc. He added that SonyLIV was always well-played from a distribution point of view as its available across devices, platforms and telecom players. 

He is also confident about customer retention even after the lockdown easing as it will have new content every week. Moreover, he added that live sports has also started and the sports fans are coming in and there might even be some more new sports content. As television shootings have resumed, catch-up content will also come back. Together, original, live sports, catch-up content will keep subscribers engaged. 

Just after the launch, SPN digital business and SET content head Ashish Golwalkar said that it would start the journey with Hindi and English content. Although the English library has always been heavy of the streaming platform, it has now collaborated with the best creative minds of the country for good local content. 

“Currently, we are starting with Hindi and English content. In English content, we have content from Sony Pictures Television, our own studio. We have acquired some content from ITV and NBC. We have an existing Lionsgate library. We have a rich rapporteur of English content. Now, we are launching with Your Honour. We will launch five shows in the next two months.  We have content planned for Hindi, Marathi and English. We have very enriching content from TVF as well,” he said.

Golwalkar admitted that the space is highly competitive but even then he feels there is a lot of space for content in certain genres like comedy or content that is Indian in approach. According to him, there is not much content in the genre. The online content that is coming from India is revolving around crime, thriller and dark subjects. There are a lot of other stories that can be told and that will allow SonyLIV to create a niche for itself. He added that they would be launching around 15-20 originals in the next 12 months. Some of the content can be dubbed in major regional languages in the coming days.

The first original with which the rebranded platform started the journey was Your Honor, Created by Applause Entertainment. Deepak Segal, the content head of Applause Entertainment said that it is one of format among six which were acquired from Israel. The show was first adapted and produced by it and then SonyLIV was approached. It has three shows coming up on SonyLIV.

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