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The Return Of Sony

Once faded into oblivion, the channel is back in action and with KBC 4 making the right noises, it is all set to give competitors sleepless nights.

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The Return Of Sony

The Return Of Sony

Once faded into oblivion, the channel is back in action and with KBC 4 making the right noises, it is all set to give competitors sleepless nights.

Rajat Arora | Delhi | October 13, 2010

publive-imageAlmost one and a half year back clouds were dark over Sony. Its longest serving CEO and the man behind channel's success Kunal Dasgupta had resigned and the once number one channel had almost faded into oblivion with 90 GRPs. No shows were working for the channel and some people were even busy writing off the channel.

The GEC which once enjoyed the top position was in shambles. It looked that the dark period was there to stay but the channel was leaving no stone unturned to retain the eyeballs. Shows like Comedy Circus, CID and Boogie Woogie were trying to do the best for channel. The re-run of CID was taking Sony steadily ahead.

This was enough to build up the confidence and the channel inked a deal with Yashraj films, which was also making its debut in TV production. The production house made 5 shows for the channel but that also couldn't get channel the viewers though audience liked Maahi way and Powder but the channel was still heavily relying on the rerun of CID.

It was in July this year that the channel banged back when it premiered Aamir Khan starrer 3 idiots. From there TRP meter saw a steep rise and the way was open for the channel. The channel started to retain its lost share and very soon narrowed the gap with ZEE TV.

That was the time when the channel was about to start new season of Kaun Banega Crorepati and with it a few of its daily soaps. And with all this happening everyone was sure that Sony has come back and is now here to stay.

The last week TAM GEC rating is enough to indicate this. Sony surprised everybody in Week 40, by increasing its share from 13 per cent to 17 per cent. The channel grabbed the No. 3 position and the factor contributing to this huge jump was once again screening of 3 idiots. . It was the second screening of movie on Sony. The movie garnered a TVR of 4.9; while the channel earned 41 GRPs for the movie alone. The first airing on Sony had recorded a TVR of 11 and fetched 92 GRPs. Sony got 240 GRPs in Week 40 and pushed Zee to No. 4.

And if aMap ratings for opening episode of the fourth season of Kaun Banega Crorepati are any indications, Sony is expected to hold the crown of No.3 channel for quite sometime.

Speaking to BestMediaInfo.com, Danish Khan, Vice President and Head of Marketing at Sony Entertainment Television, said, “These are our constant efforts which are showing results now. From the last 12 month we've been growing steadily and it is overwhelming that from odd 90-100 GRPs the channel is back to 240 GRPs, thus joining the main league.”

To be amongst the top contenders in the GEC race, Sony is banking strongly upon the success of KBC 4 and a couple of new serials. With KBC 4 the channel had already launched Tera Mujhse Hai Pehle ka Nata koi and another serial Saas Bina Sasural is all set to be launched from October 18th and will take the slot of 10 pm.

So with Sony thundering the guns, the GEC market is all set to experience more intense war in coming days.

Rajat.Arora@BestMediaInfo.com

Info@BestMediaInfo.com

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