GECs
Max to create new time bands, plans brand campaign
NEW DELHI: After having made some aggressive forays to come at par with competition, SET Max, the Hindi movie-cricket hybrid channel, now is on a consolidation phase through a multi-pronged strategy envisaging big ticket movie acquisition, building up Sundays as a time band and snazzy packaging backed by aggressive marketing activities.
Also on the anvil is the unveiling of a `refreshed’ brand campaign for SET Max towards the end of this month. This promo film too will revolve round the channel’s mantra, `deewana bana de,’ and will be followed in May by the premier of the Hindi-dubbed Spiderman.
“The last one year has been good for us. More so, because we managed to come from behind and today are a notch ahead of competition (that is primarily Zee Cinema),” SET Max business head Albert Almeida told indiantelevision.com today, categorically pointing out that sustaining the lead and building on it would be the focus for the new financial year, which started today.
According to Almeida, the channel has embarked on a game plan to create new time bands for movie viewing, which has been bringing in viewership from non-metro and smaller towns and cities. Such viewers, on an average, spend more time on the channel than their metro-centric counterparts, he added.
For Sundays, SET Max is looking at a mix of films that can be viewed by the whole family, while for the afternoon band, primarily watched by an average Indian housewife in non-metro cities, family and romantic films would be lined up.
“This sort of differentiation needs to be done as we have seen viewership keeps on changing from one time band to another. That’s why, for Sunday, which we are looking to build up in a big way now, will have movies appealing to everybody in the family,” Almeida said.
As part of the Hindi dubbed films, SET Max is looking at acquiring more recent films from the Columbia TriStar library as well as from other Hollywood studios. The type of films that would find favour traditionally fall in the action and sci-fi genre.
Pointing out typical examples of Hollywood Hungama will include films like Spiderman and Anaconda, Almeida said, “The aim is to give the non-metro viewers films that would generally not be made in Bollywood. When dubbed in Hindi, such films do attract a sizeable viewership, which is worth nurturing.”
However, when asked about the financial aspects of the whole game plan for SET Max, Almeida demurred from extending details, saying, “The bottomline looks healthy and Max’s share of contribution to the kitty has increased over the previous year(s).”
In 2006, when Sony’s cricket properties come into action, Almeida feels packaging will play an important role. Though he sidestepped a question on programming and distribution synergy between Max and ten Sports, now part of the One Alliance bouquet, Almeida did admit that “such things could be looked into, especially by the distribution team.”
Sony Entertainment had launched its second channel, SET Max, in the Indian market in 1999 and started with the telecast of the one-day cricket series being played out in Sharjah between Sri Lanka, Pakistan and the West Indies then. Events, cricket and Hindi movies were said to be the highlights of SET Max that is still being followed and built up.
GECs
Sun TV posts steady revenue, profit dips amid rising costs
CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.
For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.
The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.
Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.
The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.
Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).
The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.
The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.
To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.
With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.
GECs
SPNI hires Pradeep M with responsibility for standards and practices in the south
MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.
Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.
He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.
Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.
His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.
As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.
GECs
Colors Gujarati rolls out two new shows from 2nd February
MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.
Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.
In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.
A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.
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