Sony to undergo makeover from May 25

Televisionpoint.com Correspondent | Mumbai
Sony Entertainment Television (SET), the number four Hindi general entertainment channel (GEC) from the house of Multi Screen Media Pvt. Ltd, will undergo a makeover from May 25, 2009.

SET is riding on the popularity of the Indian Premier League (IPL) for the relaunch, which will include a new look as well as a new programming line-up. The channel has already launched a brand campaign, starting with a brand film, to reiterate its focus on programming that is in-line with the times.

Danish Khan, marketing head, SET, says, "Sony delivers strong value for both viewers and clients. With a multiple-channel environment now, the brand and its attributes become critical, and therefore, it becomes imperative to build and retain the brand in the consumers' minds."

Another aim of launching the campaign is to be in sync with the changing mindsets of the viewers. Sony is perceived as a strong brand and the campaign is to reinforce the promise of adapting to the changing times, along with the viewers.

"While the viewer has global aspirations reflecting in his lifestyle, he remains rooted in traditions. That's the message Sony will convey through the campaign, Badal Rahe Hain Aap, Badal Rahe Hain Hum (you're changing and so are we). With this, the three-pronged offerings of the channel will be established - novelty, variety and quality." Khan adds.

"In its new avatar, the channel will continue to have serials where there will be a protagonist in an Indian context, but there will be no stereotype shows based on the saas-bahu format. Apart from differentiated content, viewers will find fresh faces and new themes in our programmes." Khan says.

The brand film premiered on Sony during Jhalak Dikhla Jaa and will be aired extensively during the IPL matches. It will also be featured on the network channels and 16 other news, music and kids' channels. The message will be to watch out for Sony, May 25 onwards, post IPL.

The brand film has been developed by Leo Burnett and produced by Rising Sun Films. It features real life moments, reflecting the changing attitudes and the unchanged basic values of society.

In the first week of May, there will be a multimedia campaign to announce the launch of the new programmes on Sony. At least five new programmes, fiction and non-fiction, will be launched, after the conclusion of IPL.

MSM India had tried to divert the audiences it had grabbed for the first IPL season in 2008 by launching a big ticket reality show titled Dus ka Dum. The show was hosted by Bollywood actor Salman Khan. This year, SET plans to repeat the strategy with more than one new show.

Khan refused to share the amount of money the company is spending to relaunch the channel. He, however, said, "it is safe to say that we will spend 100% more on marketing than what we did last year post-IPL with Dus ka Dum."