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Buoyed by the growth in viewership, factual entertainment channel Sony BBC Earth said it is looking at increasing the pipeline of India-centric content.
The company claimed that it has already notched a 22 per cent market share, backed by a strong distribution network, strategic content line-up and robust marketing innovations, despite being a late entrant.
Sony BBC Earth was launched in India a year ago. It is available in English, Hindi, Tamil and Telugu. Sony Pictures Networks India (SPN) had entered into a partnership with BBC Worldwide in 2015 and got regulatory approvals in February 2017 for the joint venture.
“While most of our content is global in nature, we are looking to expand the line-up of India-centric content. The response to our content has been promising and we see huge traction in top six metros,” said Tushar Shah, EVP and Business Head, English Cluster, Sony Pictures Networks India.
He said from being the number six channel when it was launched a year ago, the channel has seen a steady increase in viewership.
“Our advertisers too, are standing by our proposition of factual content,” he added.
The factual entertainment space is on a roll in India backed by digitisation and increased demand for quality content.
Advertisers too, are seeking such platforms as they attract a niche audience.
Players like Discovery Communication, National Geographics and the US based A+E Network have been ramping up the factual entertainment bandwagon with global content.
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