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Tag: Sony SAB

  • We were stuck in comedy and it’s difficult to sustain comedy, says Sony’s Neeraj Vyas

    We were stuck in comedy and it’s difficult to sustain comedy, says Sony’s Neeraj Vyas

    Mumbai: Sony Sab has rebranded itself by moving away from being known as ‘a family-centric comedy channel’ to a channel that provides family-centric shows. Sony Sab is in an essential stage of development as it transforms into a channel that presents stories that connect with people’s everyday lives while appealing to the whole family. Currently, Sony Sab has a 20 per cent market share in the Hindi-speaking market (HSM).

    Rebranding

    The man behind this rebranding of Sab from “Haste Raho India” to “Khushiyon Waali Feeling” is Sony Sab, PAL, and Sony MAX business head of movie cluster Neeraj Vyas.  Three years ago, Vyas and his team realised that being a full-fledged comedy channel was not working for Sony Sab and they were stuck in comedy and they had to come out of their comfort top zone to deliver content which would resonate with families and rebrand their channel.

    While speaking with Indiantelevision.com Vyas shared insights on rebranding, challenges, and opportunities for television content in India.

    Vyas said, “Sony Sab has entered a new phase as the brand is undergoing metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. We believe it is a very significant milestone in the journey of the brand, and we feel that it symbolises a lot of what we stand for as a network compared to everybody else.”

    “As creators, we are constantly looking for new themes and new insights that reflect the trends and what people are going through, staying ahead of consumers and their changing lives,” he added.

    Stuck in comedy

    While talking about the phase of being known as a comedy channel, Vyas expressed, “We were pressured to do comedy shows, and two years ago I realised it was impossible to create around eight shows in a day. Comedy is a very difficult genre to make shows. In our ecosystem, we have very few good comedy writers who can write shows every day. It is slapstick and repetitive; it is not funny either. In the TV industry, there are no brilliant comedy actors as well to give justice to good writing.”

    Vyas had to persuade everyone that there was a flanker, one singing or dancing show that could work, but he refused.

    He said, “We did an on-ground survey; we went to tier II cities like Pune, Satara, Nashik, and Chandigarh where TV is still watched primarily. There is a myth in India that TV is dying but it is not. It’s still watched by many, but on-ground reality is different. We met people, learned about their lives, and understood what they wanted.”

    On-ground survey findings

    While doing the on-ground survey, Vyas found out that the pandemic changed people’s lives and made them miserable; their aspirations and roles have also changed; most people rely on 1.5 GB of data, and wi-fi has not yet reached everywhere and is not affordable.

    Vyas believes that Sony Sab is perceived as a very happy channel, and that is an advantage for the channel. “I’ve always believed that only if there is a niche audience for the content should we cater that content; otherwise, it’s a waste and just adds to the pile of content,” he said.

    Vyas is very cognitive about rating where he quipped that the representation of 200 million people is 40, 000 boxes. He said, “If you completely restrict yourself to creating content for 40,000 people then you will fall into a trap. It’s a vicious cycle, then we will never be able to create content. If we go by rating we will create different content decided by a group of people which I don’t want.”

    “We believe that real stories work and resonate with people, not high drama or sensationalism. In India, people value relationships and watch shows that have values in them,” he added.

    Content is king

    While talking about content being king, Vyas explained how the channel is focusing more on the content. “We’ve seen only growth; there are objectives beyond the obvious ratings. Everyone will have to keep the big picture in mind, at least we are going to be that content-driven channel. The critical action for us is to make sure that we get more and more people. We make this distinction that we have noticeably been just making differentiated content, and we have to make sure we market it aggressively. We probably must be one of the most active marketers all around.”

    “It’s a combination of us wanting to do something different and, at the same time, having the opportunity. So, I think we’ve come at the right time; we are flowing against the tide,” he added.

    Target audience

    He spoke about the target audience, and he was very clear. “Segmentation is a reality on which we have to focus. I will focus on what I want to focus on, which is the slightly elite audience, which is what the advertiser also wants. He wants to know the premium audience. My attempt is to get that audience and create the whole zone for it,” specified Vyas.

    “Every large advertiser has a very robust internal mechanism to measure the popularity of television and digital. They have their own way; they have their own questionnaires, which they constantly send to consumers,” he added.

    He further informed us that this year television advertising is likely to grow anywhere between 10 and 14 per cent, whereas digital advertising will grow because digital is at a nascent stage in the growth phase.

    What about a Sab App in the future?

    Vyas hinted at launching a separate Sony Sab app. “Five years down the road, I could have an independent app called Sab, but for that, I need to cater to the audience who needs content, and I have to produce such content irrespective of medium — it’s going to be platform agnostic,” he explained. “If I decide to be available as an independent app on some digital platform, then people should come to the brand to see that this brand gives you this kind of content, and this is the only place where I’ll get to see content.”

    He further talked about how YouTube helps attract young audiences. “YouTube is largely offering some kind of sampling option, more than anything else. So there is a large segment of people who watch short clips in shorts. I could be available on YouTube as an independent app. I could completely change my business model,” he pointed out.

    Vyas believes TV has a great future as OTT is a very private space for users, and his channel is more focused on family-friendly content. “A lot of people watch our shows with their families. OTT has its dedicated OTT audience, which is a different audience, and decides to pay for that app to watch shows privately. A lot of the content has bad language, nudity, and violence, so OTT apps know their audience — family is not the one.”

    With rebranding, the channel is entertaining the audience with shows like Maddam Sir, Wagle Ki Duniya, Pushpa Impossible, Dharm Yoddha Garud, and the recently launched Alibaba Dastaan-e-Kabul, as well as its most watched show, Taarak Mehta Ka Ooltah Chashmah. The channel will soon launch a new show based on migration, where the theme will be how old people are left alone every year because of migration.

  • Sony Sab launches new brand campaign for switch in content and strategy

    Sony Sab launches new brand campaign for switch in content and strategy

    Mumbai: Sony Sab is at a key stage of its evolution as it transitions from being a comedy channel where there was lightheartedness, frivolity, and fun to becoming a channel that offers tales that resonate with people’s everyday lives while appealing to the entire family.

    Its content is synonymous with diverse storytelling, capturing the commitment to bringing real emotions and slice-of-life stories. Sony Sab has launched a new brand campaign to mark a new chapter in its journey as a channel and brand, cementing this positioning.

    By adhering to the philosophy “Jo roz choti khushiya dete hai, wohi rishtey toh bade hote hai,” the channel hopes to deepen its emotional connection with its audience.

    Sony Sab, PAL, and Sony MAX movie cluster business head Neeraj Vyas said, “Sony Sab is entering a new phase as the brand is undergoing a metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. As creators, we are constantly looking for new themes and new insights that reflect the trends and what people are going through, staying ahead of consumers and their changing lives.”

    “The recently launched brand films will further help us cement our positioning as a brand that goes beyond just providing entertainment and helps us connect emotionally with our audiences on a much deeper level. As a channel, we are forward-looking, catering to the diverse needs of the family while at the same time bringing them together,” he further added.  

    Sony Sab is establishing itself as a progressive brand that addresses the actual issues that affect people, society, and the world, and its programming does it with respect and optimism. The channel promises to offer buoyancy and positivity while taking into account the dynamic changes viewers are going through.

    The channel aims to do this by encouraging people to appreciate life by spotlighting tiny yet unforgettable events. As it shifts gears, the channel is veering towards providing more progressive programming and will debut new series in the coming months to further cement the brand’s position as a living room brand. The channel continues to serve the needs of every member of the family.

    Sony Sab, PAL, and Sony MAX movie cluster marketing & communications head Vaishali Sharma said, “In today’s complex world, we understand the meaning of using the insights of what relationship means to our viewers, and we have mined a very powerful insight that helped us develop this campaign. The objective of the brand campaign is to strengthen our relationship with our consumers and express how the brand interweaves itself into their lives and emotions. The campaign is one such initiative in the journey of evolution for Sony Sab, and while content continues to make an impact, at a brand level, we will continue to engage with people keeping this ethos in mind.”

    This is in addition to continuing to entertain its audiences with blockbuster shows like Taarak Mehta Ka Ooltah Chashmah, Maddam Sir, Wagle Ki Duniya, Pushpa Impossible, Dharm Yoddha Garud, and the recently launched Alibaba Dastaan-e-Kabul.

    Sony Sab is about to enter a new phase, which will be introduced to viewers through three heartwarming brand films. The channel is launching a massive television campaign to promote the campaign, which will go live on 3 November. The marketing strategy also includes a significant digital component.

  • Barc week 34: Sun TV regains pole position in all India market

    Barc week 34: Sun TV regains pole position in all India market

    Mumbai: Broadcast Audience Research Council (Barc) has released currency data for week 34 i.e. 20 August 2022 – 26 August 2022. Sun TV is number one in the top 10 channels – all India, 2+ with an average minute audience of 2339.22 (000). It was followed by Star Maa 2268.93 (000), Star Plus 2184.8 (000), Goldmines 2100.79 (000) and Dangal 1870.14 (000).

    Average minute audience (AMA) is defined as the number of individuals of a target audience who viewed a televised “event,” averaged across minutes.

    In the Hindi speaking market, Star Plus is in the top spot with with an average minute audience of 2112.24 (000) followed by Goldmines 2074.51 (000), Dangal 1862.07 (000), Sony Sab 1592.74 (000) and Star Pravah 1584.93 (000).

    In the South market, Sun TV is on top with an average minute audience of 2328.41 (000) followed by Star Maa at 2215.65 (000), Star Vijay 1470.12 (000), Zee Telugu 1464.92 (000) and Zee Kannada 1411.31 (000).

    In the megacities, Sun TV was number one with an average minute audience of 418.99 (000) followed by Star Plus 395.23 (000), Colors 343.16 (000), Sony Sab 315.65 (000) and Star Vijay 296.08 (000).

    In West Bengal market, Star Jalsha was number one with an average minute audience of    1105.92 (000) followed by     Zee Bangla 799.43 (000), Jalsha Movies 231.88 (000), Zee Bangla Cinema 155.76 (000) and ABP Ananda 140.45 (000).

    In Maharashtra/Goa market, Star Pravah was number one with an average minute audience of 1568.57 (000) followed by Zee Marathi 538.99 (000), Colors Marathi 430.36 (000), Sony Sab 419.22 (000) and Goldmines 346.87 (000).

  • You cannot programme only for ratings: Sony SAB’s Neeraj Vyas

    You cannot programme only for ratings: Sony SAB’s Neeraj Vyas

    Mumbai: Hindi GEC Sony SAB is expanding its repertoire of shows by launching a new mythological drama show called “Dharm Yoddha Garud” on 14 March. Apart from being a magnum opus for the channel, the show is expected to be a trendsetter on Indian television with a unique storyline, compelling use of virtual production and technology, and a budget that could rival the production of a blockbuster film.  

    A first look of the show was unveiled on Monday during a press conference attended by Sony Pictures Networks India MD and CEO NP Singh, Sony SAB business head Neeraj Vyas, head of marketing for Sony SAB, PAL and Sony Max movie cluster head Vaishali Sharma, Sony SAB head of programming Prashant Bhatt and producer Illusion Reality Studioz founder Abhimanyu Singh.

    The visual effects and animation are created using world class technology and a world class team that leveraged eight technologies used extensively in high budget motion pictures and AAA video game titles. Some of the technologies used are MetaHuman Creator – a body capture technology that can create photorealistic digital humans, Unreal Engine – a real time 3D creation tool for photoreal visuals used for background and XSens – a 3D motion capture technology.

    “The game is no longer about channels. Access to video content is unprecedented and we are competing with every screen and not just what is there on channels,” said NP Singh, addressing the media.

    “We believe in putting out differentiated content because with so much content being available across so many screens, henceforth, whatever you put out has to be interesting for somebody to put in the time to watch it,” said Neeraj Vyas to IndianTelevision.com. “When we decided to do mythology, we wanted to move away from the comedy perception that people have of the brand obviously because of shows like ‘Taarak Mehta Ka Ooltah Chashmah.’ Every show that we’ve done in the last two years, whether it is ‘Wagle Ki Duniya,’ ‘Bhakharwadi,’ ‘Kaatelal & Sons’ or ‘Maddam/Sir’ each one of them is differentiated. It’s not like I’m doing five love stories.”

    Adding further, he said, “I was very clear that we don’t want to tell stories of Krishna, Hanuman or Ganesha which have been done to death. ‘Garud’ is a story that has never been told in films, digital and definitely not on TV.  Similar to ‘Bahubali’ it is a story that people will not know of. We wanted to tell an untold story, with compelling emotions and ensure that we had the technology to say it.

    Vyas recalled, “We started talking about ‘Garud’ in January 2021 and it has taken us more than a year to put it together. We knew it would take a lot of time to create because we were learning the technology and rendering the graphics takes time. ‘Bahubali’ took four years to make, we will be releasing 24-minute episodes every day. This is the most expensive show we’ve made and we’ve commissioned 230 episodes or one year’s worth of content.”

    “With this show, I’ve realised that Indian mythology is endless. This country can create ten ‘Game of Thrones’. I’m definitely sold on the fantasy genre. Today, you cannot programme only for ratings. There is a wider audience that craves a variety of content and you need to serve them as well. According to me, you can’t just survive with ‘saas bahu’ dramas. You have to keep evolving, keep trying and push the envelope,” he noted.

    Sony SAB has become the top second channel in the Hindi speaking market (Urban, 2+) as per Broadcast Audience Research Council (Barc) in the last eight months. “We’re largely seen as an urban channel and focused on the urban markets i.e, one million plus towns. But this show has the potential to attract a mass viewership,” remarked Vyas. “We do considerably fewer hours and content and don’t do any large format reality shows on Sony SAB. Not because we can’t do it but because, how much of singing and dancing reality shows can you do? We’d rather focus on what we do well rather than make another make another me too.”

    Speaking about the marketing for the show, Vaishali Sharma told IndianTelevision.com, “There are many dimensions to the show and the way we positioned it. It is a mythological drama from one perspective but it is also a show about family ties and exciting use of technology. For us the challenge was to take the story and make it appeal to A) the family and B) audiences in metro, tier 1, 2, 3 cities. We leveraged digital to build on the storytelling and technology and customized a lot of messaging across age groups. We travelled to tier 2, 3 cities where there would be appeal for mythology and used a lot of outdoor and ambient branding. We did not do a typical activation where you go and do engagement because it is still post pandemic and because marketing is evolving. We wanted to build an aura around the show and make people look at the big picture.”

    The channel has roped in Dollar and Rajnigandha as sponsors for the show.

  • Sony SAB to premiere new show ‘Dharm Yoddha Garud’ on 14 March

    Sony SAB to premiere new show ‘Dharm Yoddha Garud’ on 14 March

    Mumbai: Hindi GEC Sony SAB has announced a new fiction show called “Dharm Yoddha Garud.” The mythological drama will air every Monday to Saturday at 7 p.m from 14 March.

    The show is created using state-of-the-art technology and VFX by Illusion Reality Studioz and with real-time virtual production technique – Ultimatte, which is used for the first time on Indian television, said the channel.

    “Dharm Yoddha Garud” begins on the premise of Garud’s birth, who despite being born as a bird-human with incredible strength and powers to the great sage Rishi Kashyap and Vinta is compelled to obey the orders of his cunning aunt Kadru and his stepbrothers including Kaaliya and the 1000 snakes. The stellar cast features Faisal Khan in the lead along with Ankit Raaj, Parul Chauhan, Toral Rasputra, Hrishikesh Pandey, Vishal Karwal, Amit Bhanushali and more in pivotal roles.

    “We are delighted beyond words to present a magnum opus like ‘Dharm Yoddha Garud’ on Sony SAB,” said Sony SAB business head Neeraj Vyas. “The show narrates a never before heard or seen mythological saga of courage, dedication and mother-son bonding. Introducing state-of-the-art technology and visual effects for the first time on Indian television, we have created a visual experience that shall leave audiences in awe. ‘Dharm Yoddha Garud’ is a credible value add to our ever expanding and diverse portfolio and we hope the audience responds positively to this unseen chapter of Indian mythology.”

    “It can’t get bigger than this for us! ‘Dharm Yoddha Garud’ is an epic in all aspects,” said producer Abhimanyu Singh. “Apart from showcasing the untold story of this extraordinary character, we have put together a magnanimous technological marvel on Indian television. We are thrilled beyond words to finally bring this saga of a warrior God on screens. Garud’s tale of dedication, strength, bravery, and honor gets magnified ten-fold on-screen with the winning combination of some spectacular virtual production techniques, VFX and hi-tech graphics which Indian audiences will witness for the first time on television.”

  • Sony Sab to premiere ‘Goodnight India’ on 31 Jan

    Sony Sab to premiere ‘Goodnight India’ on 31 Jan

    Mumbai: Sony Sab has announced the launch of a special late-night family show “Goodnight India” to help its viewers relax and savour the last 30 minutes of their day with fun-filled performances.

    Positioned as the ‘raatwala family show,’ the show will premiere on 31 January at 10.30 p.m.

    Hosted by stand-up performer Amit Tandon and popular TV actress Jiya Shankar, “Goodnight India” will see a series of bone-tickling acts on some of the contemporary and relatable topics performed by well-known artists. Basis the theme for each episode introduced by the hosts, it will have talented humorists perform sets or hasya kavitas on subjects like a mid-life crisis, relationships, and daily routine observations amongst others. Each episode will have three performances delivered through a combination of the open mic as well as thematic episodes.

    “Sony Sab has always been at the forefront of ensuring holistic happiness for its audience through its content offerings, and ‘Goodnight India’ is another unique effort in that direction,” said Sony Sab business head Neeraj Vyas. “Coupled with brilliant talent and quality content, we’re excited to bring a show that promises happiness and joy with an innovative proposition of a non-fiction raatwala family show.”

  • SPNI onboards Prashant Bhatt as head of programming for Sony SAB

    SPNI onboards Prashant Bhatt as head of programming for Sony SAB

    Mumbai: Sony Pictures Networks India (SPNI) has appointed Prashant Bhatt as head of programming for Sony SAB. He will report to Sony SAB business head Neeraj Vyas.

    In his new role, Bhatt will be spearheading the content and programming division for the channel and will be responsible for managing the content lineup and the channel’s creative strategy. “With an in-depth audience understanding and a master at content creation for the Hindi entertainment ecosystem, Prashant comes in with a rich and diverse experience in the entertainment genre,” said the company in a statement on Monday.

    “I am confident that Prashant’s expertise and his deep understanding of the industry will help us further strengthen our programming capabilities. Prashant will play a key role in ensuring we devise and execute a standout premium slate with ground-breaking narratives and high-quality content for our viewers,” said Neeraj Vyas.

    With a career spanning over 27 years, Bhatt has held key leadership positions across broadcast media, creating new show concepts and also headlining innovation strategies for Dangal TV, Zee Punjabi, Colors, etc. He commenced his career in television as a writer and creative director before going on to lead content teams across the industry.

    “As a brand, Sony SAB has been consistently making an endeavour to cut through the clutter of television content and offer narratives that are innovative, well-crafted and in alignment with their larger philosophy of delivering happiness. In my role at Sony SAB, I will be spearheading further developments in this space and ensure that we continue to push the envelope in impactful and entertaining storytelling,” said Bhatt on his new assignment.

  • Sony SAB announces new show ‘Shubh Laabh Aapkey Ghar Mein’

    Sony SAB announces new show ‘Shubh Laabh Aapkey Ghar Mein’

    Mumbai: Sony SAB has announced a new show called “Shubh Laabh – Aapkey Ghar Mein” that is set to premiere 13 September, Monday to Friday at 9:30 p.m.

    Produced by Jay Productions, the show features Mitil Jain, Manan Joshi, Mahi Sharma, Geetanjali Tikekar, Nasirr Khan, Chhavvi Pandey and Tanisha Mehta.

    Set in Ratlam, the show revolves around Toshniwal family who runs a snack shop and explores their daily struggles and challenges as well as the aspiration for a prosperous life. When their business suffers from financial problems, Savita, a housewife and devotee of Goddess Lakshmi, prays to her for a miracle. The Goddess Lakshmi takes on a human avatar and enters Savita’s life, shared the channel.

    “We at Sony SAB have been steadfast on our vision to be different, and our new show, Shubh Laabh – Aapkey Ghar Mein is a step in that direction,” said Sony SAB, business head, Neeraj Vyas. “Challenging the norm has become a mainstay for us and even as we bring our new show which walks a thin line between ritualism and self-transformation, we choose to do so without any negative drama. Instead, in the true spirit of what Sony SAB is known for, we want to engage, entertain, encourage and enlighten the audience and try to make this world a happier place through the entertainment we provide.”

  • Sony SAB launches new show ‘Ziddi Dil – Maane Na’

    Sony SAB launches new show ‘Ziddi Dil – Maane Na’

    Mumbai: Sony SAB has announced a new show “Ziddi Dil – Maane Na” that premieres on 30 August and will air on weekdays at 8 p.m.

    Produced by Sunshine Productions, the show features Shaalien Malhotra, Kaveri Priyam, Kunal Karan Kapoor, Diljot Chhabra, Aditya Deshmukh, and Simple Kaul in lead roles.

    The show follows special Agent Karan Shergill (Shaalien Malhotra), a hardcore patriot, disciplinarian whose difficult, edgy beliefs have no room for sympathy towards other’s pain. He is paired with Dr Monami (Kaveri Priyam), a zealous personality who is here to bring about a change in perspective towards caring for others. While Special Agent Sanjana (Diljot Chhabra) is working hard to fulfil her duty towards the country and is simply not somebody you mess with, her partner Sid Ganju (Kunal Karan Singh) is a rich, spoilt, and careless person with an easy-going attitude towards life and his duty. 

    “Continuing to keep happiness at the core, we at Sony SAB are eager to offer more refreshing, youthful and heart-warming stories. Ziddi Dil – Maane Na showcases an adrenaline-filled journey of six cadets as they discover love, life, and find purpose,”  said Sony SAB, business head, Neeraj Vyas. “The concept and storyline of the show is very invigorating and distinct and blends well with Sony SAB’s brand belief and content proposition. There is a lot of spunk, freshness and wholesome entertainment that we bring to the audience with this show. I hope the viewers love it.”

  • BARC week 11: Zee TV slips to sixth spot in urban market.

    BARC week 11: Zee TV slips to sixth spot in urban market.

    MUMBAI: Star Plus, Sony Sab and Zee TV have continued to remain as top three channels in urban market and pay platform (Saturday 13 March 2021 to Friday 19 March 2021) of Broadcast Audience Research Council of India (BARC) data. Zee TV has slipped down to the sixth spot in urban market. 

    Pay Platform

    In week 11 of BARC India ratings, the top ten channels on pay platform were Star Plus, Sony Sab, Zee TV, Colors, Sony Entertainment Television, Star Utsav, Sony Pal, Star Bharat, Dangal, and Colors Rishtey.

    Urban Market

    In the urban market, the top ten channels were Star Plus, Sony Sab, Colors, Star Utsav,  Sony Entertainment Television, Zee TV,  Sony Pal, Dangal, Colors Ristey, and Zee Anmol in week 11 of BARC India ratings.

    Rural Market

    Star Utsav, Zee Anmol, Sony Pal, Dangal, Colors Rishtey, Star Plus, Zee TV, Sony Sab,  Big Magic, and Colors were the top ten channels in the rural market in week 11 of BARC India ratings.

    Free Platform

    On the free platform Star Utsav, Zee Anmol, Sony Pal, Dangal, Colors Rishtey, Big Magic, Shemaroo TV, DD National, DD Retro  and DD Madhya Pradesh were the top ten channels in week 11 of BARC India ratings.