Sony goes down under Anita Barar reports from Sydney, Australia.

Sony Goes Down Under The Hindi entertainment television channel looks at capturing a new diaspora market

Anita Barar reports from Sydney on the Sony launch in Ozland

Philip Ruddock, Australian minister for immigration and multicultural affairs, who formally launched the channel, agreed with Rathore. He spoke about the importance of having a media linkage with one‘s mother country. He was optimistic about a rich relationship developing between India and Australia, saying: “Maintain your linkages, but commit to Australia and this will go a long way in sustaining a rich and enduring relationship between our two countries.

From left- Director Zee Link Pty Ltd Saba Abdi, Indian high commissioner R.S. Rathore, Sony Entertainment Television CEO Kunal Dasgupta, Australian minister for immigration and multicultural affairsPhilip Ruddock (flanking an unidentified lady) and filmstar Jackie Shroff.

The CEO of Sony Entertainment Television Kunal Dasgupta said: “This is a small niche market which cannot be divided. Bringing entertainment together makes commercial sense.” He also talked about sports coverage rights which Sony had but said that it was not viable to relay the matches when Australia is playing in India. Jackie Shroff, one of the directors of Sony India, spoke about the importance of strong family ties and cultural-value packed programmes on television.He was visibly impressed by the hospitality and beauty of Sydney city

The other directors of Sony Entertainment, Sudesh Iyer, Sushil Shergill and Rakesh Aggarwal were also present on the occasion. Traditional Indian dance complemented the evening. Zee Television was launched last year in August with their four channels i.e. Zee TV, Zee Cinema, Zee Music and Zee News.

Kunal Dasgupta, Rakesh Aggarwal, Sushil ‘Sam‘ Shergill Saba, Abdi, Jackie, Iqbaal Abdi (a director of South Asian Television & Saba‘s husband) and Sudesh Mani Iyer.

Sony‘s launch was a three-day long celebration. After the launch, the celebrations moved to Melbourne on 17 August and was followed by screening of the film Lagaan in Sydney on 18 August. Jackie Shroff cancelled his USA tour to live up to his role as ‘The Face of Sony‘. He made himself available to fans throughout the evening by signing autographs and posing for photographs.

Welcoming the guests at the screening of Lagaan in Sydney, Saba Abdi, director of Zee Link Pty Ltd recalled when she first arrived in Australia 12 years ago and felt the need for a connection back home. She started working to bring at least a part of the Indian TV world “Down Under”.

“We remained committed in our determination and looked upon the time ahead with great expectation,” Saba said. “The strong South Asian community in Australia & New Zealand is what Zee Link hoped to hook with the launch of Zee television channel and now Sony Entertainment Channel.”