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It’s season to don new looks, Sony and Max join league

21-October-2004
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It’s season to don new looks, Sony and Max join league

Zee Cinema did it quite some time back but the festive season seems to mean more channels donning the new look. First, Sahara Manoranjan did it and now, come October 24 and Sony Entertainment Television and Max too are attempting to present viewers with a new look.

For Sony, the new look means keeping in touch with the channel’s endeavour of attracting the youth audience and for Max, the reasons are on the same line as well. Kunal Dasgupta, CEO, SET India, says, “I am delighted to announce that come Sunday and the channels will unveil the new, exciting channel packaging on air. I’m very excited about Max’s refreshed channel packaging, which is extremely contemporary, innovative, passionate, engaging and stylish, and a visual delight. In these attributes it reflects the values and promise of Max.”

Sharing more on Sony’s initiatives, Sunil Lulla, Executive Vice President, Sony Entertainment Television, states, “Our viewers have always been treated to the best in entertainment – be it super hit blockbuster films or unique and distinctive programmes. We are kicking off the festive season with twice the punch by not only bringing to viewers ‘Koi Mil Gaya’ but also ‘Indian Idol’. The all-new on-air look will also delight the viewers; it is truly evocative of what we stand for. Rest assured, television will never be the same again!”

He can say that again for sure. Sahara changing to SaharaOne and StarOne coming up with a whole new plethora, television will indeed not be the same again. However, the representatives of the channels also agree that the changed look alone cannot mean an increase in the channel’s claim on viewers.

Says NP Singh, CFO, Max, “When the last time we did it in 2002, we did witness an increase in numbers. But last time, we also had a whole new branding exercise in place with the ‘Deewana Bana De’ tagline. The main objective of this change is that the numbers of young viewers that we see on MAX should stay and get hooked on.”

That is largely the case with Sony as well. The average age of the Sony viewer is in the group of 15 to 35 and it is this generation of viewers that the channel wants to hold on to. While the programming of the channel in any case, works in the direction to cater to this group, the new look is to strengthen this effort further.

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