For the first time in 21 years, Sony Entertainment Television (SET) went for a brand refresh with a new logo and content line up (already in works) to strengthen its viewership base and habitual viewing. The logo that has taken on hues of purple, gold and orange was unveiled during its popular programme ‘The Kapil Sharma Show'. The packaging was created by an agency based out of Argentina called MediaLuna.
Danish Khan, EVP & Business Head, Sony Entertainment Television shares the reason behind the makeover, “In the last seven months, we have strengthened our weekend and have become #1 GEC on weekends. We have also refreshed our brand identity with a new vibrant logo and on air packaging. Our next focus is on strengthening weekdays. The number of shows and variety will help us build habitual viewing and it will happen over the next six months. Changing people’s habits takes time. We are committed to make Sony most loved entertainment channel in India.”
As it’s known the channel from 2015 has been lagging behind on the ratings chart due to poor performance of its shows. It came to a point when CID and Crime Patrol turned out to be its only bankable shows as it underwent one programming overhaul after another. But things started improving after the airing of ‘The Kapil Sharma Show’ followed by ‘Super Dancer’ and ‘Mahabali Hanuman’ which boosted the channel’s ratings. As a result, SET currently stands in the third spot in the BARC’s Hindi GEC Urban chart. With the new look and identity, the channel is also looking to revise its ad rates.
Ashish Golwalkar, Senior Creative Director, Sony Entertainment Television adds “The journey started when we launched ‘The Kapil Sharma Show’, ‘Kuch Rang Pyar Ke Aise Bhi’ and ‘Ek Duje Ke Vaaste’. That has been a transitional phase for us. So the thought of brand refresh has been around from March. But we started working on it from May onwards.”
He also adds, “With the refresh we wanted to achieve two things. We wanted Indian ethos to be reflected in the packaging and the logo should look young and vibrant.”
The other focus areas for the channel are the programming hours and the line-up especially on the weekday. According to media reports it’s expanding the programming hours from the current 8-11pm to 7pm-12am by bringing in three shows in two months including the popular reality show ‘Indian Idol’ on weekend and fictions ‘Peshwa Bajirao’ and (tentatively titled) ‘Yeh Moh Moh ke Dhaage’ on weekdays. According to reports it is looking to revive other non-fiction formats like ‘KBC’, ‘Dus ka Dum’, etc.
Golwalker shares, “We are launching with three new shows in two months starting with ‘Indian Idol’ on December 24, and the fictional properties ‘Peshwa Bajirao’ and ‘Yeh Moh Moh ke Dhaage’ next year. When it comes to programming hours we need to match up to the other two players Colors and Star. We are still thinking about expanding the programming hours. Having said that 7-8pm will be an important time for us.”
The content head signs off, “With refresh it’s not the end but the beginning. The whole journey of SET will come alive from December to June.”