Sony Pix is supplementing its strong content with big blockbuster premieres of 2015 like Jurassic World, Fast and Furious 7 and Minions. The channel is already premiering American Hustle, a black comedy crime movie on December 25.
With such big movies taking the content slate of Pix version 2.0, the channel is also reshaping its consumer connect strategy, “The aim this year was to solidify our position as a leading player in the English movie and entertainment space. In 2013, when we re-launched the channel, we had identified three strategic pillars to drive growth – invest in content, innovate to break clutter and build brand perception by straddling across the entire Hollywood ecosystem in the country,” says Saurabh Yagnik, Executive Vice-President and Business Head, English Cluster of Channels, Sony Pictures Networks India. For 2016 PIX will have a female voice-over as the voice of the channel as an attempt to ‘break the clutter’.
Yagnik talks about the core of the strategy which has been formulated after understanding the preference of their audience, “Learning from the audience, we have established ‘Scale, Style and Talkability’ as three key filters for all of our efforts on the channel. By scale we mean ‘larger than life experiences’ for our viewers, the movies which have visual appeal, great caste, twist and turn and special effects. Our style will be our personality that we would be identified with. By Talkability, we mean everything we do will be well differentiated from the clutter that it would commonly referred to as ‘Hatke.’” For every premieres the channel intends to get the Hollywood stars to talk about their movies.
Sony which has a market share of 17-18 per cent is looking at a growth of 5-10 per cent over the course of next four years. Sony has exclusive deals with NBC Universal, Lionsgate, MGM and Disney.