Positive, Insightful Story-telling Is The Core Essence Of Our Brand

Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India, tells Sonam Saini how Sony BBC Earth identified and filled a need gap in the infotainment category to secure 26% market-share within just a year of launch.

Sony BBC Earth might have entered the Indian factual entertainment landscape just a year ago, but it has already come a long way since then. According to Sony BBC Earth, viewership figures for the first quarter of FY18-19 puts the channel at No.1 in the category in Metro cities, with 26% market-share.

“Sony BBC Earth has gone from being No. 8 in the category at launch to No. 1 today, backed by differentiated and innovation-led strategy across brand, content, and marketing. Through consumer research, the channel first identified the need for Indian consumers to reconnect with the natural world. We saw that consumers wanted something else and they landed on channels which show different content but were not informative enough, a gap we filled with Sony BBC Earth,” says Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India.

“Earlier, the category was shifted from infotainment to entertainment by competitors because shows like Naked and Afraid and Porn Star were ratings-driven and that agenda created a vacuum for infotainment. That’s where we stepped in and decided to fill that need gap. Our content is warm, soft, insightful and extremely premium in nature and hence makes us different from others,” Shah adds.