Secrete behind SONY relaunch…

Sony evenings will start with a new, reformed and different look. The new add- on are :
· Chittod ki rani padmini ka johur
· Palampur express
· Bhaskar bharti
· Ladies special
· 10 ka dum-2
· Dekh India dekh
When asked to the Marketing head of the sony entertainment Mr. Danish Khan about the launch he said they have now left the DEMOGRAPHIC and GEOGRAPHIC approach to segment, now therz a new base PSYCHOGRAPHIC way of segmentation and dat is how they gonna tap the customers/viewers.
Very true now when the whole bunch of customers are more affluent, computer literate and have the access to all the technology and new consumer products facilitating them to get a global exposure, the family values are getting stronger and stronger day by day, customers are more circumsuspect and demanding. It means the old and conventional or classical approaches to attract the audience are not going to work. It is well known fact that Indian consumers are now saturated with the SAS-BAHU masala serials they want a new item on the TV menu card, they want more logical, fun and excitement filled programmes and hence this is a very brilliant move by the respective channel.
But the other side of coin sayz d real story….sony’s GRP (gross rating point) is been declining since years together plus its market share is also only 9% which is certainly not a big number when compared to channels like STAR PLUS who enjoys more than 20% (http://www.dnaindia.com/report.asp?newsid=1248175) share of market.
Actually all these new programs are the attempt from the sony channel to increase their TRP and GRP. The IPL response was not up to the mark the failures of serials based on the fictions have forced the sony entertainment channel not only to include the new programmes but also to shift the block blusters movie schedule only to Sunday ofcourse after all the rights to the YASH RAJ film library has to be used to uplift the image.
Let it be anything…..
Only time will tell how successful will be the attempt of sony channel to position itself as a new channel providing GLOBAL EXPOSURE IN LOCAL TASTE in Indian entertainment market.