Sony PIX V2.0 focuses on scale, style & scalability

Sony PIX would launch version 2.0 of its channel effective January 2016. Scale, style and scalability are its key mantras while undergoing this revamp exercise. The intent is to strengthen its brand proposition ‘Stay Amazed’ and as Saurabh Yagnik, EVP and Business Head, English Cluster of Channels, Sony Pictures Networks India puts it to ‘PIXify’ the channel.

The channel is further sprucing up its content and packaging, and supporting it with intense marketing exercise. Reflecting on the need for launching a newer version Yagnik says, “Unlike GEC, there is no appointment viewing on English movie channels. So you flip through the channels you are fond of. If I am in your consideration set, you will see what is happening on my channel before trying others. So creating a unique content experience is critical to creating a unique brand experience. That is the thought process on how to create compelling proposition and on creating new properties and building association between viewers, movies and the channel.”

As for the key objective behind this exercise Saurabh states, “Currently, for even premium audiences, English movies consumption is just 0.6% of the total share of viewing. It is just a small number. At this time, my priority would be how I grow this universe. “

Content: 

Sony Pix now has added an output deal with NBC Universal. It already has arrangements with Hollywood studios like Disney, Lionsgate, MGM and Sony Pictures in place. As an outcome, its library of content has been further beefed up. In addition to Bond, Rocky, Star Wars and other such franchises, it has added franchises like Fast & Furious, Jurassic Park, Hunger Games and many more. Saurabh brushes away queries on the content spends by stating,“ To have such a varied content library, we have upped spends significantly. But in the end it is all about running a profitable business. We have seen a corresponding increase in revenues as well over the past three years. However, sources close to the deal state that the channel has doubled its content acquisition spends.”

Talking about the selection of its fare, Yagnik says, ”Big blockbusters have 70 per cent revenue coming from international markets. If you have movies which have done well at box office of India on the channel, for example Jurassic Park made 150 crores and Fast and Furious made 120 crores, those would be a must see. We would focus on signature properties.”

Packaging:

The channel has always been a stickler for differentiated packaging. Taking this further, it now aims to have further PIXification of mind, body and soul of the channel. In a first of its kind endeavour in this direction, it has opted for tune-in voice over by a female artist. It has also created differentiated properties for various time slots. To drill the brand proposition in the audiences’ mind, and to establish the channel in accidental viewers’ mind, it has added PIX to all property names, for instance PIXathon, HandPIX and PIX on Toast.

“We want to own Hollywood ecosystem, be it merchandise, experience or anything else. It is also about having voice and properties which you can identify only with PIX. Using that we will promote our movies and properties. It is about significant step up investment in content with more differentiated PIXIfication in channel.”

Talking more about the fresh approach, he states,“Building perception, being innovative and breaking clutter are important for us. If you have great content and differentiated packaging and positioning, people will watch you. What worked three years ago, won’t work now as people have become restless. We have to change with time and be more clutter breaking. We took voiceover from three channels and asked people to identify them and most could not. If I have a female voiceover, people will tag it with Sony PIX. So Version 2 is all about enhancing compelling brand proposition and packing it with great content, and then be thought leader and differentiator in category.”

Marketing:

The channel is supporting its Version 2.0 with a marketing and PR exercise. A key focus area would be social media to connect with its viewers. As of now it has over 25 lac fans on Facebook and close to 77,000 followers on Twitter.