Uday Sodhi, Executive Vice President & Head –Digital, Sony Pictures Networks talks about the re-launch of Sony LIV. Saurabh Yagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India talks about Sony Le Plex HD, Sony PIX and AXN showing its support for World AIDS Day
NOW, ENTERTAINMENT IS THE USP OF SONY LIV’S CONTENT: UDAY SODHI
Sony LIV, the flagship OTT platform from Sony Pictures Networks, has gone through a complete make-over in its brand ethos, promising viewers entertainment that they’ve never experienced before. To sum up the entire message in just four words, Sony LIV chose the rather pun-intended tagline ‘We LIV to Entertain’. Uday Sodhi, Executive Vice President & Head –Digital, Sony Pictures Networks fills us in on details of the re-launch and the road ahead for Sony LIV.
ON ENTERTAINMENT OVER FUNCTIONALITY: Our earlier storyline ‘Jab aap chahein’ was based on functionality, because at that time, the biggest edge Digital had over Television was its functionality. You did not have any time and place barrier. Today, the audience has matured and grown. They want more than just the ease of watching content, they want really brilliant content, and that is what we want to deliver. Entertainment is a differentiator for us as many other players still stick to functionality or price as their USP.
ON CATCHING THE RIGHT EMOTION: Emotions play a very big role in our lives and in our business too. We look closely at our content and find out which emotion is it that we can get out of people. Crime Patrol is a very good example, since it triggers the right emotion at the right time and place. I believe real entertainment is something that just does not touch, but stays with the viewer. There has to be variety, and that’s exactly what we are bringing to the fore.
ON COMPETITION: It’s an over-used and hyped out word. I say that because ‘competition’ has actually motivated us to better our services. Whether it’s improving content or working on the technical aspect to making viewing seamless, competition pushes us to outdo ourselves. We are targeting the regional space with more shows in Gujarati, Marathi and other languages to establish a deeper connect with our audience. We are also adding more sports content and short films which will add different flavours to engage viewership.
ON FREE CONTENT: Monetization through subscription is not something we are looking at right now, as we want to give it some time and see how it works. Advertising will be the biggest source of revenue generation since Digital has the ability to provide a target-specific approach to advertisers. We intend to keep content free on Sony LIV for a long time. Let the payment ecosystem in the country pick up and then we might introduce subscription fees, but until then, it’s really not a big deal.
BEING ‘POSITIVE’ ISN’T ALWAYS A GOOD THING, SAYS SAURABH YAGNIK
On the occasion of World AIDS Day, Sony Pictures Networks (SPN) India’s English Cluster - Sony Le Plex HD, Sony PIX and AXN - took the creative route to show its support for World AIDS Day and increasing awareness about AIDS. Saurabh Yagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India, tells us more.
Insights BEHIND THE INITIATIVE: According to a recent UN report, India has the third-highest number of people living with HIV in the world. As a leading player in the English entertainment space, we thought it is our responsibility to leverage our platforms/channels to create awareness around this disease on World AIDS Day in a manner which stays true to each of our channels.
Leveraging brands Sony Le Plex HD, Sony PIX and AXN: Our subtle communication is entwined with the brand proposition of all our English channels to bring alive the message that being ‘positive’ isn’t always a good thing. For example, on Sony PIX, we changed our tagline for the entire day from ‘Stay Amazed’ to ‘Stay Safe’. We used our strong movie library to showcase monster films with the subtle messaging of ‘Stay safe from this monster’.
For Sony LePLEX HD, we creatively used the tagline ‘Where You Belong’ to create a public service message to create a better world, where one can truly belong. The message was that there are no retakes in life; so one should take the right step. The channel also showcased Tom Hanks and Denzel Washington starrer Philadelphia, a film on the plight of a patient suffering from HIV/AIDS.
AXN, home to the most loved ‘grey’ characters like Sherlock, Walter White, Dexter, Hank Moody, Bobby Axelrod et al, urged viewers to restrict their love for bad boys to Television and be ‘responsible’ in real life. Leveraging its existing tagline ‘Live R.E.D.’, the channel sported the tagline ‘Live Responsibly. Live R.E.D.’ for World AIDS Day.
Marketing THE INITIATIVE: Apart from on-air promotions, we used Social Media extensively to spread the message of being responsible and being safe.
