Campaign India Team
May 22, 2009

Sony Entertainment unveils new programming line-up

Sony Entertainment Televison has unveiled a fresh channel packaging, which will be effective from May 25, complete with a new programming line-up, to reflect their varied offering after the conclusion of the second season of the Indian Premier League (IPL) on SET Max. However, it will retain its logo.

Sony Entertainment unveils new programming line-up

Sony Entertainment Televison has unveiled a fresh channel packaging, which will be effective from May 25, complete with a new programming line-up, to reflect their varied offering after the conclusion of the second season of the Indian Premier League (IPL) on SET Max. However, it will retain its logo.

Speaking about the changes, NP Singh, COO, Multi Screen Media said, “Winds of change are blowing through India and you can feel it everywhere. On May 25, SET will change, to reflect the changes in Indian society, to relate to its new aspiration, to stand up to its new expectations and to cater to its changing entertainment needs.”  Singh also said that SET has come up with content that is aimed at the family audience.

The new content line-up comprises seven new shows and targets the weeknights. The shows that are launched are the second season of 10 Ka Dum featuring actor Salman Khan as the host, in addition to shows such as Chittod Ki Rani Padmini, Bhaskar Bharti, Palampur Express, Entertainment Ke Liye Kuch Bhi Karega, Ladies Special and Dekh India Dekh.

Speaking about the new programming mix, Gurdip Bhangoo, programming head, SET said, “We have tried to give the viewers a perfect blend of shows that will resonate with families of today’s India. Each programme has a distinct identity  and the overall programme line-up is going to be uniquely different than what you have seen so far in the Indian GEC space.”

SET has also come up with a new TVC that speaks about the channel’s new identity. Conceptualised by Leo Burnett, the commercial showcases different women across various scenarios. Each woman is shown to shed her inhibitions and become more confident and progressive. At the end, these women are shown to come together and make up the Sony logo, thus symbolizing the progressive changes the channel is undertaking.

Watch the TVC here:

 

Sony Identity Change from Campaign India on Vimeo.

 


Speaking about the campaign, Anup Vishwanathan, vice president, Leo Burnett said, “With this TVC, Sony wanted us to capture the mood of the nation and the hopes and happiness of people across geographies, demographics and age groups. This was the brief that we received.”

The creative team includes Nitesh Tiwari, Ashwini Iyer, Ripanka and Aseet. The film has been shot by Shoojit Sircar of Rising Sun Films.

Speaking about related marketing initiatives around the new campaign, Danish Khan, marketing head, SET said, “Our overall marketing strategy is three-phased. We first started with informing our viewers about the fact that we were changing. The second phase communicated more about the changes. Hence we used TV, outdoor, radio and digital to leverage each of the seven shows. On the 25th we will conclude this marketing campaign, by telling people to experience the new change. We hope to sustain the viewers’ interest.”

In addition to content, Sony will have a new signature tune, new visuals, new packaging and presentation, among other changes.
 

Source:
Campaign India

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