Television

Sony BBC Earth dominates factual entertainment space within a year

The channel scaled up its market share from 22 per cent to 26 per cent in the metro cities

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/26/tushar-shah.jpg?itok=14NW_TD_

MUMBAI: People thought that the infotainment genre was saturated with enough players competing for a niche viewership. That was until Sony BBC Earth took up the challenge and launched in an already cluttered segment. Proving naysayers wrong, the channel scaled up its market share from 22 per cent to 26 per cent in the metro cities during the first quarter of FY18-19 itself.

A year down the line, Indiantelevision.com caught up with Sony Pictures Network English cluster business head Tushar Shah. He said that the genre had fallen into the trap of pandering to viewership by giving content without the basic requirements expected namely information and entertainment.

“We figured out through our research and discussions with our consumers that actually the main slot that was information and entertainment was needed and people were moving towards entertainment. So the main premise of the category itself was missing and that was the premise which we planned to fill and bring back the days of infotainment on TV,” he says.

From the initial 14-15 minutes of viewership, it now gets 27 minutes. Shah says that it was a challenge to dethrone a channel that was already ruling the market and jump from the eighth to the first position within a year.

“It is difficult to change the habit of what you are watching for 15-20 years and to break that is the biggest challenge that anyone could have. Our target is not just the viewers, it is also our trade partners, our distributors, our advertisers, we have to take them all along so that we are able to tell the story that we want to convey to the consumers,” he says.

The channel is not giving it a rest anytime soon. The goal is to create a bond with audiences that will last long. Shah is pretty confident about the growth of the whole infotainment genre in general. “If you look at the infotainment space, it is just as big as the English movie space, perhaps a little bigger also, depending on the week on week numbers. It is even bigger than the English general entertainment channels but the revenue is not commensurate with the size of the category and that is something I want to see growing,” he reveals.

The channel has been trying to overcome the various challenges. “One is to take it as the face value and the other is to put everything together and see what comes out of it. So mobilisation is your challenge and the second is, decoding the consumer and third is, once you have identified the positioning of the channel, meeting that promise is a big challenge,” says Shah.

Launched in March 2017, along with Hindi, Tamil, Telugu and English audio feeds being the primary language for the channel, the channel concentrated on three strong pillars that the channel religiously followed - visual effects, never seen before and positive insights to stories and staying true to its tagline ‘feel alive’ along with creating the emotional bond with the viewers that will make them remember it for lifelong.

Spy in the Wild, The Hunt, Attenborough’s Big Birds and Rick Stein’s India are some of the shows that are helping the channel to garner more eyeballs. If the channel can create ripples within just a year, it surely has more milestones to record in the coming years.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/zee.jpg?itok=oLeRaAYB
Zee South Cluster donates Rs 1.35 crore to daily-wage workers

MUMBAI: Zee South Cluster, part of the Zee Entertainment Enterprises Ltd, has cumulatively donated Rs 1.35 crore to support more than 1,000 pandemic-hit daily-wage workers in the television industry across Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala. The aid has been directly sent...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/go.jpg?itok=5a5TqwGa
Malaysia-based Astro woos Tamil diaspora with more HD content

Malaysia-based Astro has added more Tamil HD content on the platform including Zee Tamil HD, Star Vijay HD, Colors Tamil HD. The Chakravarthy Pack will be offering premium content to over 300,000 Tamil households in Malaysia.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/delhi.jpg?itok=fyK7-BTY
TV Today Network cites tepid growth, less revenue for discontinuing Delhi Aaj Tak

Recently, TV Today Network announced that the transmission of its Hindi news channel Delhi Aaj Tak (DAT) will be discontinued from the midnight of 30 June 2020. Speculations on the reasons for the closure were rife.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/03/red.jpg?itok=HlbErxHr
Industry needs to handhold to come out of this crisis

The film and television producers are gearing up to restart shooting in the wake of guidelines issued by the Maharashtra government and the easing of lockdown restrictions. Film and TV post-production activities in Tamil Nadu, Kerala, Karnataka and Telangana have also resumed, albeit with...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/ashok.jpg?itok=8SblLKPX
Film, TV directors' association requests Maharashtra govt for changes in shooting guidelines

MUMBAI: The Indian Film & Television Directors’ Association (IFTDA) has sent a letter to the Maharashtra government seeking the removal of certain clauses in the guidelines for resuming shooting of films, OTT shows, and television serials as they are difficult to be adhered to. Chief minister...

Television Production House Film Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/jagdish.jpg?itok=Q19phizl
  •  
The Zoom Studios announces Intertainer 2020, India’s ultimate digital hunt for the best entertainer on internet’

As India continues to practice social distancing and safety measures amidst the COVID-19 pandemic, the digital world has paved itself to be an enabler to continue with our social lives, connecting with the outside world and also serving a creative platform for many budding talents.

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/news18.jpg?itok=JOVij5lL
News18 India lines-up exclusive interview with Defence Minister on 2nd June @4PM

New Delhi: As the Modi government completes the first year of its second-term, Defence Minister Rajnath Singh will speak about the major decisions taken by the government in the last one year in an exclusive interview with News18 India.At a time when India is battling to contain the spread of COVID...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asianet.jpg?itok=ednuCJtZ
Asianet starts airing popular serials

Prominent GEC in Kerala Asianet is back with some exciting entertainment for the audience. TV shoots which were stalled due to the Covid2019 outbreak have resumed following the guidelines issued by the government.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/studio.jpg?itok=PaZu6owM
Distressed studios ready to give concessions to producers

Huge financial losses, unbearable maintenance costs, the fear of impending rain ruining the sets... Studio owners in the country have been living with all these woes and challenges ever since the lockdown was imposed to curb the spread of Covid2019.

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories

* indicates required