Sony Sab’s Neeraj Vyas on brand repositioning, TRAI tariff order effect and content pull from consumers

He also added that time spent would emerge as the new important metric.

MUMBAI: Amid the ongoing flux in the broadcasting industry post the implementation of the new tariff order (NTO), Sony Sab which is perceived as a “living room channel” aims to strengthen its position as a brand which has content to offer everyone in the family. Unveiling its new brand campaign with the ‘Khushiyon Wali Feeling’ tagline, Sony SAB, PAL and Sony MAX movie cluster business head Neeraj Vyas said that the aim is to get consumers to look at the channel as 'a brand with heart'. Vyas also emphasised on the importance of being distinct and relevant on the back of differentiated content in the post NTO era.

“The buzzword is meaningful content. The consumer will only choose you if you make a meaningful emotional connect and I think for us, the mantra going forward is to be a meaningful and emotional brand for the consumer in the television landscape,” Vyas noted.

Sony Pictures Networks India-owned Hindi GEC Sony Sab is now ready to redefine itself through a new philosophy which is driven on the insight that "jitni insaan ki khushi badhti hai, utni hee duniya mein insaniyat bhi badhti hai”. The channel will also launch exciting new shows in the upcoming months as the campaign launches on 10 July 2019 on-air.

Vyas opined that the television industry has to wake up in the context of new price regime. He mentioned that due to having a distributor-led model for 25 long years, broadcasters mostly chased eyeballs and ratings. According to Vyas, television business now has to be looked at from two lenses. While clearly rating till stays one way to look at it, the second and the more important one should be from the perspective of paying consumers.

“Consumers today have the choice to buy your channel or not every month. We as an industry have not seen this in the last 25 years. We took it for granted that we would be in people’s homes. That reality has completely changed. Television has to be mindful of the fact that it’s now a big shift and you have to be relevant in that context,” Vyas added.

In the last five-six weeks, Vyas claims that the channel has seen a resurgence like never before. Terming time spent as the new important metre, he said that the time spent for Sony Sab is at a historical high of more than 160-170 minutes a week. He also explained that consumers with fewer channels of their choice are spending more time on preferred content. However, he also added that reach would be down because connectivity is not going to be the same as it was.

“For us, the path is to make the consumer feel that he is a catalyst in this zone of paying forward. We believe, as the campaign says, if you are happy, you tend to do good things to others. The shows we will be launching will be entertaining, not preachy and not like other commonplace shows on TV,” he concluded.

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