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MSM rebrands as Sony Pictures Networks; trains eyes on GECs, sports & digital

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MUMBAI: Multi Screen Media (MSM), which was earlier known as Sony Entertainment Television (SET) India, has now rebranded itself as Sony Pictures Networks (SPN) India as the company marks its 20th year of operations in the country.

The rebranding, which also signifies a complete alignment with its parent company Sony Pictures Entertainment, comes as a shot of adrenaline as the company has now trained its eyes on three key levers namely general entertainment, sports and digital.

“With a comprehensive bouquet of varied channels and aggressive growth plans, including new genres and expansion of our distribution footprint, we are equipping ourselves to serve our viewers in urban areas, in rural areas and across global geographies. Overall, our focus will remain on becoming the first choice in television & digital entertainment,” said Sony Pictures Networks India CEO NP Singh.

The rebranding was announced earlier but as the company was awaiting due approvals, the network continued to operate as MSM. From today (14 December, 2015), the network will use its new identity.

“After 20 years of successfully experimenting with many firsts including redefining how cinema and cricket are viewed on Indian television, Multi Screen Media has renamed itself as Sony Pictures Networks India. The new name reflects an integrated brand alignment as it allows us to leverage the strength of the Sony parentage. Naturally, we are guided by a new wave of optimism as we set forth on a journey of exploring new vistas of entertainment,” added Singh.

Singh went on to say that the company will adopt a six-fold path to serve the multitude of viewers with more channels, more genres, more content, more movies, more digital and more television.

“This is our six-fold path to serve the multitude of viewers whose hopes and expectations, we are aiming, to exceed. Our focus will remain on becoming the first choice in television and digital entertainment in the country,” he said.

It may be recalled that earlier this year, the company also clinched a joint venture deal with sportscaster ESPN, under which Sony Kix will be rebranded as Sony ESPN. The two companies will also jointly launch other new channels as well as a co-branded localised multi-sport website and app in the coming months.

Today, SPN’s bouquet includes a range of channels like Sony Entertainment Television (SET), Max, Max 2, Sab, Pix, AXN, Aath, Mix, Six and Kix as well as the digital entertainment channel Liv.

“We are priming ourselves to become the first choice of entertainment in the country. So, there is a new surge wave of optimism that is guiding us. We’re now poised to leverage our experiential credibility to do more for our audiences,” Singh says.

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