Sony in BIG trouble--article

Sahara One breathing down Sony's neck

By SUJATHA SHREEDHARAN
Indiantelevision.com Team


(1 March 2007 2:00 pm)


MUMBAI: While Star Plus' KBC wars engage television audiences, prime
time viewership has been undergoing yet another churn. The
rejuvenation of Zee TV has seen its ascent as a very strong No 2
while Sony Entertainment is looking increasingly insecure in the
third position.

The channel is now seeing stiff competition and it's coming from a
rather unsuspecting source! Sahara One has sneaked up in the
ratings, almost unbalancing the Sony network's flagship channel Set.
The question is, will it manage a complete coup?

A few numbers to mull over: A look at Sahara One's channel share
shows a gradual increase from 5 per cent in Jul-August '06 to 9 per
cent at year ending. (15 Dec - 30 Dec TG CS 4+ Yrs Market: HSM).
Sony, meanwhile, has seen its channel share fluctuate between 12 and
13 per cent in the same period.


The latest Tam data for Jan '07 pegged Sony's channel share at 11
per cent with a further decline at 9 per cent (1 Feb - 17 Feb) while
Sahara One is pegged at 7 per cent, a increase in one per cent over
the past month. (1 Feb - 17 Feb TG CS 4+ Yrs Mkt: HSM).

The consistent feature of Sahara One's rise has been the prime time
show Woh Rehne Wali Mehlon Ki, the channel's flagship show launched
in May 2005. The show took a 20 year leap in mid 2006 and has since
seen increasing viewership.

In fact Tam ratings for Week - 28/01/07 to 03/02/07 saw WRWMK peak
with a 2 TVR (TG CS 4+ Yrs) and appear twice in the Top 100 while
Sony is nowhere in the picture. The next week (04/02/2007 to
10/02/2007) it fared even better, registering four times in the Top
100 while Sony was again nowhere in the picture. Data for the latest
week (11/02/2007 to 17/02/2007) however, sees Sahara's lead soap
dipping to 1.9 TVR and Sony clawing its way back into the Top 100
thanks to old warhorse CID with a 1.8 TVR.

Idiots.

Now this will put Kaajjal back on Track.Literally! 😡

now even i m feeling worried about sony 😕
they better pull up their socks and give the audience some romance shomance that we want to see 😳 ...but i don't understand how come these age-old meaningless saas-bahu sagas r still popular 😕 whereas sony has wide variety of serials,mayb they need a clever marketing strategy to get the trps..

thanks for the article 😊

Originally posted by: jyoti06

now even i m feeling worried about sony 😕
they better pull up their socks and give the audience some romance shomance that we want to see 😳 ...but i don't understand how come these age-old meaningless saas-bahu sagas r still popular 😕 whereas sony has wide variety of serials,mayb they need a clever marketing strategy to get the trps..

thanks for the article 😊

I agree with you jyoths..this saas bahu soaps always occupies the first positions..but SONY has variety to offer then wherez the prob..the recent show JHJL in sony is pretty boring..DN is good..SONY needs to think on this now

thanks for sharing😃

Originally posted by: Apurva

I agree with you jyoths..this saas bahu soaps always occupies the first positions..but SONY has variety to offer then wherez the prob..the recent show JHJL in sony is pretty boring..DN is good..SONY needs to think on this now

thanks for sharing😃

yes DN is good anuu..after all its a bengali novel😳...bas they need to advertise thier soaps well by putting up hoardings or showing trailors(i don't remember when was the last kaajjal trailor shown😕)..which star and zee r masters in doing

omg, they better start speeding it up next week, otherwise they're out... they actually might you know, they're getting bad publicity and they will need some spice... so lets hope they speed up kaajjal along with other serials next week, because they need it

I am not surprised at this article ... even I can see that the kind of shows they have introduced on Sony of late are all utter crap!

WTF is this Kulvaddhu and Durgesh Nandini and all that nonsense? Are they even remotely believable stories?

And that Jeete Hai Jiske Liye ... is anyone going to cry in 2007 that someone couldn't have kids naturally. They will just adopt a child! Even people who can have kids adopt these days! How can such incredible crap match with the times we live in?

I personally think its all this Sikand's handiwork making Sony come apart! That Ekta mentality had come into Sony via Sikand ... and naturally when you have a real Ekta and fake Ekta, those who like Ekta's work will prefer to see the real Ekta on Star Plus right?!

Originally posted by: skanda12

I am not surprised at this article ... even I can see that the kind of shows they have introduced on Sony of late are all utter crap!

WTF is this Kulvaddhu and Durgesh Nandini and all that nonsense? Are they even remotely believable stories?

And that Jeete Hai Jiske Liye ... is anyone going to cry in 2007 that someone couldn't have kids naturally. They will just adopt a child! Even people who can have kids adopt these days! How can such incredible crap match with the times we live in?

I personally think its all this Sikand's handiwork making Sony come apart! That Ekta mentality had come into Sony via Sikand ... and naturally when you have a real Ekta and fake Ekta, those who like Ekta's work will prefer to see the real Ekta on Star Plus right?!

u r right mansi the kekta followers will always watch the real ekta and not her inefficient duplicate,so sony definitely needs someone original...

and as far as other serials on sony r concerned they might not b great but at least hv some kind of variety as compared to those never-ending saas-bahu sagas,the only problem is that they r not marketed properly

Originally posted by: jyoti06

u r right mansi the kekta followers will always watch the real ekta and not her inefficient duplicate,so sony definitely needs someone original...

and as far as other serials on sony r concerned they might not b great but at least hv some kind of variety as compared to those never-ending saas-bahu sagas,the only problem is that they r not marketed properly

See you can only market properly and cost-effectively if all your programmes are of a certain common class of content. For example when Star Plus has so many Saas bahu serials they have positioned themselves as "leader of the saas bahu genre" so its easy to market all serials with the same spread of ad money.

Here in Sony they themselves don't know what they are good at ... if you try to be good in this, that and the other, you won't have a leadership position.

You have to create a strong and defined slot for yourself ... eg. best in reality shows, or best in comedy, or best in romance etc. Sony seems all confused so they are unable to know how to best advertise themselves.

They will have to spend money separately on each soap and serial to promote it and quickly run out of budget!

This is my advertising background speaking!

u r once again bang on target mansi...thats the problem with sony..they r trying to introduce too many programmes at the same time with different concepts and then themselves getting confused 😕 ,and this is the creative head's fault who is on an experiment spree 😡 ,first try to get the trps and then do the experiments. 😡
now they hv introduced at least 4-5new soaps in a span of 6months and now again they r bringing back Indian Idol...now obviously they will get busy in advertising this reality show and then the other newly introduced shows will go down the drain

so all in all they should decide among themselves that which genre to follow...reality or drama or comedy or...and then try to advertise that genre in a clever manner