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Will Sonic work for Viacom18?

01-December-2011
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Will Sonic work for Viacom18?

Viacom18 is all set to expand its channel bouquet with one more channel. The channel, christened Sonic, is the fifth one by the network and promises Sci-Fi entertainment for the Wi-Fi generation.

The channel aims to bridge the gap between the kids and the youth channels and will target the 10-17 age-group. It will serve them a dose of AAA – Action, Adventure and Animation. The channel will be available 24x7 in four languages within the Hindi speaking markets on both analog and DTH platforms.

“After almost eight months of research, we came to a conclusion that there is ’13-going-on-18’ age-group, which is not catered to by the Indian television,” said Nina Elavia Jaipuria, Executive Vice President & GM – Sonic and Nick India. “They are fickle-minded and move from one channel to another in search of the content suitable to their taste or liking.”

She added, “We want the channel to be tailored-made for the age-group I would call ‘Grownabes’. Viacom18 as a network wants to create specific brands for every segment and Sonic will try to do the same of its TG.”

With the tagline ‘Thrills. Guts. Glory.’, Sonic will target the urban, hyperactive new young adult through its diverse genre of shows like ‘Shaktiman’, ‘Kung Fu Panda – The Legend of Awesomeness’, ‘Jackie Chan Fantasia’ and ‘Kong’, to name a few.

But is there enough space for one more channel in the genre? According to Ashwini Kamat, GM, MediaCom, there was enough space for any channel in the Indian television industry. He noted, “If a channel has something different to offer to its audience, then it will definitely run. The 10-17 is a huge age-bracket, but if the channel appeals to what a 10-12 or 13-17 year-old would like, then I’m sure it will be able to create a niche for itself.”

Agreeing with Kamat, Sanjoy Chakrabarty, Managing Partner, ZenithOptimedia, said, “The audience is maturing and they want to see a particular content. And I feel that Sonic might be able to give its TG what it wants, so there are high chances of it being a success. However, the positioning has to be very clear from the channel.”

The channel will also go beyond television to engage its TG by building an online community through its soon-to-be launched website www.sonicgang.com. Sonic’s digital strategy encapsulates games, digital shows, social media engagement on Facebook and Twitter. 

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