TV has a big role to play but the industry has to get its act right: Neeraj Vyas

Vyas, Business Head, Sony SAB and PAL, says there is a need to create content which is good enough to be seen across platforms


Neeraj Vyas, Business Head, Sony SAB and PAL, is all geared up for 2019 and confident of edging past others (especially with the implementation of the TRAI Tariff Order that is underway) with its content play for Sony SAB. 

In a chat with exchange4media, Vyas spoke about what audiences wanted from TV. 

“We are confident today. In the past, content was created enmass. This is why we see a lot of clones and this is not possible beyond a point. Today the consumer is going to choose in the next three months. We are completely unique. We have our own DNA and ethos.”  

Vyas said he knows viewers won’t be loyal to a channel beyond a point. “It’s going to be completely platform agnostic. You have to deliver your content across any channel.” 

TV still has a big role to play but the industry has to get its act right, he said. “TV players, content creators and producers have to work hard. The creation of shows is going to take longer. All of this is going to make TV extremely challenging with MRP and content being funnelled towards a set audience. The audience is spoilt today. And TV has a big role to play with its deep penetration. But we have to get our act right.” 

“There will be a lot of shifts. We have to create content which is good enough to be seen across platforms. Your show is going to be your brand. That’s why we have an advantage as we are creating content which is unlike any other channel. It is universal and enjoyable.” 

Talking on finite shows, Vyas said, “It is not going to be possible to point out what’s going to be finite or infinite. I don’t think anyone can plan with any kind of certainty any more.” 

Keeping that in mind, Sony SAB has started exploring new dimensions through fresh themes and this is getting reflected in their upcoming shows. It will be launching two finite weekend shows from January 26 onwards, a dramedy, ‘Band Baaja Bandh Darwaza’ and ‘My Name Ijj Lakhan’ from 7pm to 8.30pm. There will also be two upcoming weekday shows ‘Bhakharwadi’ and ‘Baavle Utaavle’. The shows are way beyond comedy, Vyas said. 
These shows will be available on SPN’s digital platform SonyLIV as well. 

Vyas is steering clear of non-fiction shows, especially as part of its weekend programming strategy. “It’s also part of the aggressive growth strategy,” he added.

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