Top Story


Home >> Media - TV >> Article

Sony Pix reshapes its consumer connect strategy with its new version 2.0

Font Size   16
Sony Pix reshapes its consumer  connect strategy with its new version 2.0

Sony Pix is supplementing its strong content with big blockbuster premieres of 2015 like Jurassic WorldFast 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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube