Neeraj Vyas of Sony Pictures Networks India (SPN) talks about the launch its second music channel, Sony ROX HD. Deepak Rajadhyaksha of Zee TV talks about the channel’s first show launch of 2017, 'Woh Apna Sa' and more
ROX WILL BE THE SHARPEST LOOKING AND SOUNDING CHANNEL: NEERAJ VYAS
Strengthening its position in the Hindi music space, Sony Pictures Networks India (SPN) launched its second music channel, Sony ROX HD – a premium HD Hindi music channel, on January 15, 2017. Neeraj Vyas, Senior EVP & Business Head - Sony Rox HD, Sony Pictures Networks India (SPN) tells us more about it.
ABOUT SONY ROX
Sony Rox is a youth-focused, contemporary Hindi film music playing music from the last 10 years. We have ‘dayparted’ the playouts into four day parts with unique programming initiatives. We have created a product which is meant only for HD and the TG for the channel, 15-21 years, is the biggest segment in the universe that watches music channels.
DOLBY PARTNERSHIP
Our partnership with Dolby is a huge differentiation. The partnership is critical as being a HD channel, the sound is equally critical. The videos will be played in high definition visual format of 1080i resolution and the entire channel will be in Dolby 5.1 sound. Each track will be full frame and will be put through the stringent Dolby benchmarks in terms of quality. ROX will be not just the sharpest looking but also the sharpest sounding channel.
DIFFERENCE BETWEEN SONY MIX AND SONY ROX
Sony Mix and Sony ROX are very clearly differentiated. Sony Mix caters to a large section of the viewers, akin to a GEC, and plays music from the 60s as well as contemporary music. Rox is clearly positioned and targeted at the youth.
AUDIENCE SIZE
HD currently reaches nine million homes. From an advertising perspective, music’s share is about 6% of the overall viewership. If you look at it from a HSM (Hindi speaking market) and media plan perspective, after GEC and Hindi movie channels, you only have music channels. Music channels are an integral part of any media plan given the cost it comes with and it’s a great frequency build up.
MARKETING SONY ROX
SPN is a network of 22 channels and our promos are played across the network. The network will play a big role particularly since the network’s HD channels are a fairly large segment. Speaking Digital, the launch of the channel was a simulcast Facebook Live and broadcast across the Facebook pages of SPN’s network channels. An industry first!
ZEE TV IS LOOKING TO REBUILD ITS EMOTIONAL QUOTIENT WITH THE VIEWER: DEEPAK RAJADHYAKSHA
Zee TV, the flagship channel of Zee Entertainment Enterprises Ltd (ZEEL) has had its share of ups and downs when it comes to ratings in 2016. Speaking on the sidelines of the channel’s first show launch of 2017, 'Woh Apna Sa', Deepak Rajadhyaksha, Deputy Business Head, Zee TV says that the channel is looking to rebuild its relation with the viewer.
RE-BUILDING ZEE TV
Somehow, Zee TV had lost credibility in the minds and hearts of our viewers. We are trying to get back our credibility through our shows, characters and themes – which create an emotional attachment with the viewer and are relatable to them - so that viewers think Zee TV has again become a member of the family, who addresses their issues, helps them out, understands their life and aspirations. This journey started with ‘Zindagi ki Mehek’ (launched on September 19, 2016) and continues with a different perspective with 'Woh Apna Sa' launching on January 23.
BRIDGING THE URBAN-RURAL DIVIDE
Shows are not made for the urban or rural viewer. Shows are made for all viewers. Zee TV also reaches out to viewers in multiple countries. So, the themes are selected and developed on the basis of understanding of the pulse of the viewers. For example, ‘Pavitra Rishta’ was not just for the Marathi viewer and the show appealed to the entire country even though it was based on a Maharashtrian family. Every show is developed by looking at the emotional quotient and how do we connect with viewers through these emotions. That’s the strategy.
FINITE VERSUS INFINITE SERIES
It depends on the show, but definitely the world is moving towards finite shows. Currently, some shows are infinite but infinite also has limitations in terms of today’s television. We too are moving towards finite shows – a year or a year-and-a-half, that’s about it.
