Sony Pictures Networks India (SPNI) has been counting on actor Amitabh Bachchan’s charisma to keep viewers engaged on flagship Sony Entertainment Television during prime time every day, when gameshow ‘Kaun Banega Crorepati’ (KBC) airs.
But as December nears and the sixteenth edition of KBC is expected to wind down, the pressure to keep the 9 pm slot alive will only grow. It is here that new SPNI MD & CEO Gaurav Banerjee is likely to be tested the most, experts that FE spoke to said, since competitive intensity remains high during prime time.
Banerjee, who has put in 16 years at Disney-Star overseeing content on television and digital platforms before moving to Sony this August, is aware of this challenge. He is putting a blueprint in place, say sources, that will see Sony focus on both reality and new fiction shows. While the revamp will include Sony Entertainment Television, the Hindi general entertainment channel, Banerjee is not leaving out regional and sports content.
The revamp, according to sources, will kick off in December end or early January on television, while on digital, the reality-cum-fiction strategy has been unveiled. The Indian adaptation of American reality TV show ‘Million Dollar Listing’ debuted on SonyLiv in October, while historical drama ‘Freedom at Midnight’ began streaming this month.
“For Sony, it is now or never because the domestic media market has consolidated with the merger of Reliance and Disney (JioStar). Zee, too, is putting its focus back on content after the merger with Sony failed,” Karan Taurani, senior vice-president at brokerage Elara Capital, said.
JioStar now has a combined viewership share of 40%. While Sony is estimated to have a network viewership share of 10-12% to Zee’s 18-20%, market analysts said.
Regional content, including fiction shows and movies, is also expected to be given a fillip in languages such as Marathi, Bengali, Tamil and Telugu as regional viewership remains critical for media networks both on television and digital in India.
At the same time, Banerjee is also beefing up sports content which again will be broadcast on TV and digital to improve viewership. Last week, SPNI acquired the Asian Cricket Council (ACC) media rights for the 2024-31 cycle for $170 million (Rs 1,411 crore). This will bolster Sony’s sports portfolio, which includes the rights to the England and Wales Cricket Board, New Zealand Cricket and Sri Lanka Cricket. In a statement on Friday, Banerjee said with the ACC rights, Sony could bring action-packed content for the next eight years. “We look forward to sharing the thrill and spirit of these matches with cricket fans,” he said.
He is also bringing back iconic Sony shows such as ‘CID’ both on TV and digital. A new season of the hit series, which ran for 20 years between 1998 and 2018, will premiere by December end, according to sources.