Financial Daily from THE HINDU group of publications
Friday, Aug 29, 2003
Financial Daily from THE HINDU group of publications Friday, Aug 29, 2003 |
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Marketing
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Strategy Sony to offer special packages thru STB Our Bureau
Cast of new serial Jassi jaissi Koi Nahin presented by Sony Entertainment Television at a press conference in the Capital on Thursday. — Ramesh Sharma
New Delhi , Aug. 28 SONY Entertainment Television (SET) has come up with a new way of pushing the set-top box (STB) now that conditional access system is more or less off. The broadcaster is planning to create special packages of programmes, movies and gaming shows that will be available through STBs. According to Mr Kunal Dasgupta, broadcasters could work with multi-system operators (MSOs) to create special content and market it as a package through a box. "We have acquired rights for the movie Saathiya. This can be first marketed as a special pay per view package available through a STB and later be premiered either on Sony or Set MAX. Similarly live shows or events, cricket and even gaming shows can be made available," he added. He also said that PlayStation II (the latest computer game) could also be available. "The idea is to push STBs through innovative means so that whenever CAS happens, people would be open to the idea of opting for an STB," Mr Dasgupta added. The broadcaster will initiate talks with MSOs for offering such packages. Besides this, the broadcasting company is open to the idea of joining the head-end in the sky platform offered by various service providers. "We are in talks with SitiCable, Hathway and InCablenet - all of which are planning to offer this platform," the Sony chief said. He also added that the channel is looking at adding newer channels to its bouquet. On the proposed initial public offer, Mr Dasgupta said that there were plans to enter the markets, but due to the uncertainty over CAS, the issue took a backburner. The company had also planned to beef up its programming as part of its CAS preparations. It is now looking at acquiring some popular films such as Hrithik Roshan-Priety Zinta starrer Koi Mil Gaya and Chalte Chalte, which are up for the grabs. It is also planning to strengthen its weekend programming with a new soap from the Balaji Telefilms stable and is also looking at new soaps that are far removed from the present day kitchen politics. Sony Entertainment Television on Thursday announced a new serial called Jassi Jaissi Koi Nahin based on the popular Columbian serial Yo Soy Betty La Fea. The show has been pitted as something that is far away from the present day kitchen politics, saas-bahu dramas and love stories. According to Mr Sunil Lulla, Executive Vice-President, SET, "The serial is our pincer attack unto the hearts of middle class India. It will help Sony establish itself as a distinct viewing alternative among our core audience of 25-34 year old men and women in SEC ABC." The channel claims that its differentiated programming strategy has helped it strengthen itself at the No 2 slot on the general entertainment space and an undisputed leader during prime time over the weekends.
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