SonyLIV bets on web originals, connected TV for ad growth

SonyLIV, the video streaming platform owned by Sony Pictures Networks India, is looking at a combination of subscription and advertising revenue to remain commercially viable. The service said its offerings of sports, music and food shows, along with fiction programming, offer brands various opportunities to come on board either as sponsors or to be integrated with the content. While a lot of brands partner for both television and digital inventories, some new-age players are specifically interested in OTT collaborations.

- Lata Jha

“The covid-19 pandemic was a big boost to platforms like ours that saw a massive upsurge in consumption, and as scale kicked in for us, there has been no ‘either’ or ‘between’ advertising and subscriptions. but in fact an ‘and’ reality’, as is the case for media organizations globally," Ranjana Mangla, head of ad revenue at SonyLIV, said in an interview. According to her, the company’s strategy is very clear—while certain content is built for premium viewing, catch-up television programming and some reality shows help bring value to brands that often find it difficult to grab viewer eyeballs in a cluttered market.