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Sony to tap regional language market

24-March-2001
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Sony to tap regional language market

Sony Entertainment Television is planning to enter the heavily crowded southern regional channel market. The broadcaster has been eyeing the market for sometime now, and the South provides a good opportunity due to good cable penetration and high viewership there.

SET has been on constant lookout at new opportunities and getting into regional languages is something that has been looked at, said Ms. Kacon Sethi, Executive Vice-President of Sony. The South is an opportunity because the gap between the number one and two is very large, which could targeted, she said.

As part of the plans to strengthen the channel, this year, SET Max would drive the growth strategy of the company. A new product mix will be unveiled in the near future, that will place SET Max as a channel representing masti and entertainment.

Besides some film-based programmes, SET Max has got the cricket rights for the forthcoming Sharjah and the India-Sri Lanka series. It is also planning to start television cricket, which would be pacier and more suited to the present generation.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.