Sony Pix takes 'Stay amazed' to the next level, launches new version 2.0

After a great response for its 'Stay Amazed' philosophy, Sony Pix takes it to another level with an aim to create more engagement and buzz among viewers. The coming year promises more innovative content

Aanchal Kohli | Mumbai | December 24, 2015

Sony Pictures Network's channel Sony Pix has been engaging and entertaining viewers in 2015 and closes the year on a promising note.  At the onset of 2016, Sony Pix will give its viewers yet another reason to 'Stay Amazed' with the launch of its all new version 2.0.

Apart from being home to the largest collection of Marvel superhero movies, the channel's library also hosts some of Hollywood's biggest franchises like the evergreen Bond, Star Wars, Twilight, Iron Man and Rocky; along with other Hollywood blockbusters like The Avengers, Terminator, The Expendables, Charlie's Angels, Hercules, Hobbit 3, Hunger Games 3 amongst others. Sony Pix has exclusive rights in India to premiere all Hollywood movies released worldwide by Sony Pictures Entertainment. It also has strong tie- ups with top studios like Lionsgate, Disney, MGM, Lucas films and many more.

Sony Pix actively engages with its audiences in India through several innovative and interactive touch points. The property Pix Premiere Nights is the largest 360 degree experiential marketing brand property within the English movie category. Through exclusive associations with studios, the channel provides viewers a chance to watch the latest Hollywood movies before the  theatrical release in India.

Apart from amazing the audiences on TV, Sony Pix is also a front runner on social media. It boasts of an average engagement rate of over 19% on Facebook with the closest competition lagging behind at 5%. Pix also trends regularly on Twitter with the highest SOV of over 40% in the category. This makes Pix the most loved English Movie Channel on social media as well.

Year 2015:

Saurabh Yagnik

Commenting on the channel's growth in the year 2015, Saurabh Yagnik,

Executive Vice-President and Business Head, English Cluster of Channels, Sony Pictures Networks India, said, “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.”

He added, “As thought leaders in the category, we have always been ahead of the curve when it comes to innovation. Our strategy has evolved from a deep understanding of our core audience. Learning from the audience, we have established 'Scale, Style and Talk ability' as three key filters for all of our efforts on the channel. By scale we mean 'larger than life experiences' for our viewers. Our style will be our personality that we would be identified with. By Talk ability, we mean everything we do will be so well differentiated from the clutter that it would commonly be referred to as “Hatke”. These three elements will form the core of our strategy for Pix v.2.0.”

Strategy for Pix v.2.0.:

The new, improved version of Sony Pix,  a premier English movies channel in India, catapults the brand philosophy of 'Stay Amazed,' to a higher order of audience engagement. In Version 2.0, Pix will supplement its already strong content with the biggest blockbuster premieres of the year, such as  Jurassic World, Fast and Furious 7 and Minions, to name a few. With such big movies taking the content slate of Pix version 2.0, the channel is also reshaping its consumer connect strategy to retain its leading position in the consumer mind space.

In a signature 'first of its kind' move, Pix will now have a female voice-over as the voice of the channel. This is just one of the many new things one can experience on Pix starting January 1, 2016.

Plans for 2016:

With the recently established partnership between Pix and NBC Universal as well as the existing ties with Sony Pictures Entertainment, Lionsgate, MGM and Disney; PIX viewers can now look forward to some of the most iconic, blockbuster Hollywood movies and franchises every time they switch to Pix.

Stay Amazed with Sony Pix exclusive movies lined up in 2016 which includes, Mega Premieres of movies like Fast and Furious 7, Minions, Jurassic World, Everest, The Hunger Games Mockingjay Part 2, The Walk and many more. Under the property, Possible Pixathons there will be movies like Fast and Furious, Mummy, Marvel Superheroes, James Bond and Star Wars.

Yagnik said, “The whole idea is to let the viewers re-live the characters as they watch the adventurous, mysterious and animated movies come to life, only on Sony PIX. And this is just the beginning. In v.2.0, while our content has already taken a higher leap, we are also reshaping our communication to bring in the unique Pix differentiation. The litmus test of our communication will be when viewers will be able to identify a Pix property even if our logo is not present in the communication. The new voice-over is just one of these signature differentiators for us.”

In a sentence, PIX v.2.0 can be summarized as “Best in class content powered by an equally inimitable Pixification of communication and brand ambience”. The above strategic thrusts remain intact and what they are seeking to achieve this year is the next level of discontinuity to take the brand and its perception to the next level.

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