Viacom18 launching its new action channel Sonic is going to prove a masterstroke for them as the kids would be going on a Christmas and New Year leave. Kids generally spend a lot of time watching cartoon channels but which Sonic being launched, they are going to get some fresh content for their mini vacation period.
Targeted at the new young adults, the action channel will go on air in multi-lingual feeds on December 20, 2011. Sonic is fast paced and is exclusively conceived to bridge the gap between the kids and youth channels. It premiers with action packed and animated shows such as Shaktimaan, Kung Fu Panda, Jackie Chan Fantasia, Mighty Morphin Power Rangers and Supastrikas. The channel will also showcase blockbuster action movies like Dabangg, Singh is King, Gladiator and others on the weekend movie block – ‘SONIC FLIX’. The evening slot ‘SONIC XTREME’ will add to the thrill with shows like The Adrenaline Project and Are You Afraid of the Dark?
Commenting on the marketing initiatives taken for the channel, Nina Elavia Jaipuria, Executive Vice President & General Manager, SONIC & Nick India, said, “SONIC will launch a massive multimedia campaign that promises to delight action lovers. The channel will capture every screen possible to reach out to tech-savvy young adults through an aggressive launch on print, outdoor, television, and cinemas. On the digital platform, we have our gaming, website and are on social media like Facebook and Twitter. We are also doing on ground activities with Mc Donalds, Pantaloons and even Mall activities. We have done at least 30 promos SONIC which will go on air from today.”
For the generation that pings more than they talk, SONIC will go beyond television to engage its audience by driving the online community through www.sonicgang.com, which will be a hub of all the action on the channel. 'SONIC GANG' will be the ultimate destination for young adults & will offer everything from games, superheroes, gadgets to mobile interactivity and exciting updates on the Facebook & Twitter pages. The website will also showcase ‘Techno Sonic’, an exclusive digital show. These pioneering activities in the digital space promise to provide out-of-the-box experiences that will take brand SONIC to greater heights.
Adding further her views on the GRP expectations, Jaipuria said, “We are not expecting to be leading channel overnight but in the next couple of months, we do expect to be in double numbers when it comes to our GRP.