ON THE NEW CONTENT STRATEGY: We are not just another comedy channel or general entertainment channel. We like to call ourselves a ‘general happiness channel’ and our show line-up reflects this focus. Apart from fiction, Sony SAB will explore new themes including dramedy, horror comedy and fantasy, even as our shows become our brand and the characters become our brand representatives. We will also make content conducive to multiple viewing platforms. Four news shows on the anvil are Bhakharwadi, Baavle Utaavle, Band Baaja Bandh Darwaza and My Name Ijj Lakhan.
ON THE LATEST MRP REGIME: Our unique and differentiated content that cuts across all genres and age groups makes us confident that we will continue to be the channel of choice in the new MRP regime. With the new tariff plans, consumers will be more selective about the content they want to watch, becoming increasingly show and content-loyal, instead of channel-loyal, and we will balance our offerings in a way that is entertaining, as well as relevant to cater to this need. Moreover, we will continue to focus on our key Hindispeaking audiences, even if it means not being present across the country.
ON THE INCREASE IN YOUNGER VIEWERS: Among NCCS AB 15+, the audience coverage increased from 36 million to 38 million over last year, with male youth viewership having increased from 27 million to 31 million. We will increase our youth-focused content going forward. In terms of advertising, our brand count has gone up by 12-13% over the last year, with 230-plus brands advertising today and a lot more youth-focused brands coming on board.