Ladies Special

Written by Anindita Sarkar | Updated: Aug 19 2014, 10:11am hrs
Multi Screen Media (MSM), the network that operates the Hindi general entertainment channel (GEC) Sony Entertainment Television or SET, is gearing up to launch a new GEC. Donning the tagline, Yeh Pal Humara Hai (this moment is ours), the channel will be called Sony Pal, with an intent to celebrate womanhood. MSM chief executive officer N P Singh says that the channels content will reflect contemporary and inspirational stories which stand for positivity, vigour and contentment. Bollywood actress Juhi Chawla has been roped in as the brand ambassador for the channel.

Says Singh, At MSM, we believe in bringing our viewers content that is contemporary and in line with changing times. Sony Pal will present an eclectic mix of shows with empowering stories and identifiable characters that will have universal appeal. Our strong distribution network will help Sony Pal reach our viewers effectively across all Hindi speaking markets."

The channel will debut with six half-hour fiction shows that will run for six days a week (Monday till Saturday) from 7.30 pm till 10.30 pm. The channel will expand its fiction line-up by half an hour a month later with a new launch for the 7pm slot. Meanwhile, the channel will telecast a chat show titled Simply Baatein with Bollywood actress Raveena Tandon as the host along with another game show, Dil Hain Chotasa Choti Si Asha. The channel will be headed by Anooj Kapoor, senior executive vice president and business head, Sab, the family comedy channel from the MSM stable.

Says Kapoor, Todays woman has achieved a sense of social and economic evolution while striking a chord between household chores and a self-identity. She connects with people in a moment and can form a lifelong bond with someone in a moment. It is these moments we wish to celebrate. Sony Pal will showcase content which will empower women to embrace the positive aspects of modern India while preserving her traditional responsibilities, familial togetherness and bonding. With the countrys leading producers on board, the channel will offer an entire range of fresh concepts ranging from fiction to non-fiction to period drama.

Interestingly, with Sony Pal launched, MSM will have three functional Hindi GECs within its bouquet. Says Singh, With this new launch, we will now be able to cover the entire audience within the Hindi GEC landscape. The three channels will compliment each other and should be a lucrative package for the advertisers. While Sony Entertainment is viewed by the urban audience set the 1 million-plus SEC A,B and C categories and reflects a stronger male skew, Sab is more targeted toward family viewing. Sony Pal, on the other hand, will look at attracting the female audience between 15-34 years in the SEC B, C, D and E markets.

With the Indian broadcasting landscape targeting the female audience, industry experts feel that Sony Pal should be able to take MSM towards the right direction.

Sony is a male dominated channel both in terms of perception and reality. They did try to introduce women-centric content but that did not help the channel much. Meanwhile, Sab, too, attracts more male viewership. Sony Pal, which is completely targeted towards women, should therefore help the network to draw in a new set of audience in the female category. The decision to launch such a channel is surely a good move, says R S Suriyanarayan, associate vice-president, Initiative.