Viacom18 opens up new category with the launch of 'Sonic'

First Indian channel targeting the untapped segment of 'new young adults' set to be launched with multi-lingual feeds in the middle of this month

BestMediaInfo Bureau | Delhi | December 1, 2011

After Colors, MTV, Nick and Vh1, Viacom18 is all set to launch its fifth channel in India -- 'Sonic', which will be the first channel targeted at the untapped segment of 'new young adults'. Sonic will offer the 10- to 17-year-olds doses of action, adventure and animation, 24x7.

Slated for launch in mid-December, Sonic aims to be the 'sci-fi platform for the wi-fi generation', which is attitudinally drawn towards thrills, action and edge-of-the-seat excitement. Fast-paced, the channel is conceived to bridge the gap between the kids and the youth channels. The channel will launch with multi-lingual feeds.

Sonic aims to deliver superlative action that can only be delivered through the alternative world of animation. Live action shows and blockbuster films will complete the channel's content lineup. With the tagline 'Thrills. Guts. Glory', it will engage and interact with the urban, hyperactive 'new young adult' through its diverse genres of shows like 'Shaktimaan', 'Kung Fu Panda - The Legend of Awesomeness', 'Jackie Chan Fantasia', 'Kong', 'Power Rangers' and 'Supastrikas,, to name a few.

Bob Bakish, President & CEO, Viacom International Media Networks, said, "The launch of Sonic is significant in many ways. Not only does it further expand the Viacom18 Network in India but also opens up an interesting category for both viewers and advertisers. With the launch of Sonic, the Viacom18 Network can now take pride in being the only entertainment network in India that has specific brands to entertain viewers across every possible age segment from two years onward."

Commenting on the launch, Haresh Chawla, Group CEO, Viacom18, said, “Over the last four years, Viacom18 has grown twelve-fold to be amongst the fastest growing entertainment groups in India. The launch of Sonic further expands Viacom18's presence in a demographic bracket that has remained untapped, but is probably the biggest influencer on family purchase decisions. Like our other businesses, we are confident of Sonic establishing a dominating presence within the first year of its operations.”

Chawla added, “The next 12 months will see Viacom18 in an expansion mode and the launch of Sonic is the first step in that direction.”

Nina Elavia Jaipuria, Executive VP & General Manager, Sonic and Nick India, said, “Loaded with shows across a diverse genre, Sonic will target the urban, hyperactive, new young adult in a manner that's innovative, engaging and, most importantly, interactive. While innovation will be the key driver for the channel's content, we plan to unleash interactivity through never-seen-before digital initiatives.”

Jaipuria added, “The 10- to 17-year-olds are today's key influencers, and in many categories, decision makers in the household. We're therefore confident of Sonic resonating well with brands that want to reach out to this young but very influential TG.”

“The channel will be available on both analog and DTH platforms. We have aggressively invested in distribution and marketing in line with the brand's ambition. The launch will be supported by a 360-degree marketing campaign that will focus on innovation across mass media, digital and mobile,” informed Jaipuria.

The channel will go beyond television to engage and interact with its TG by building the online community through its soon to be launched website www.sonicgang.com. It will aim to be the landing strip for new young adults and engage all gaming and gadget enthusiasts. Sonic's digital strategy encapsulates games, digital shows, social media engagement on Facebook, Twitter and much more.

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