Exclusive | Betting big on VOD: Sony LIV's Nitesh Kripalani

Sony Pictures Television (SPT) under Multi Screen Media Private Limited, India’s leading television network has been known to capture and engage with its audiences in every possible way. Sometime back in an another first, it forayed into the digital space with a new channel, which comprises of 18 years of rich content from the Sony’s stable. It covers genres such as drama, comedy, thriller, reality shows and many more. Viewers can watch their favorite current shows and archive shows from Sony, anytime and from anywhere. Sony LIV is presently available on mediums such as online, mobiles and tablets. Sony LIV is available on all mobile platforms. One can also download the Sony LIV app and carry the entertainment pack on his/her smart phone or tablet or even a basic Nokia phone.

Not only this, there are three engaging features on LIV - if spoilt for choices, with the Mood Wheel you will always have a suggestion based on your mood. Just spin and pick- then with MY Q you can make a playlist of videos you want to watch. No more distractions and no more wasting time. Q-up, sit back and watch uninterrupted. And LIV Gurus is Sony's Frequent Flyer Program for Video! One is rewarded with points every minute you spend of Sony LIV!

To know more about Sony LIV, Adgully spoke to Nitesh Kripalani, EVP – New Media, Business Development and Digital/Syndication at Sony Entertainment Network. Currently there are not many

Says Kriplani, “our objective behind Sony LIV is to target and mould the consumer thinking. We want to establish Sony LIV as the most innovative Video on Demand Service provider that offers world class viewing experience to its users all across the world.”

Commenting further Kriplani said, “We closely monitor our user data and believe in leveraging the insights to drive a superior world class viewing experience, accelerated through innovation. The approach has always been to provide the best of our content in the most seamless and user friendly way possible. We are growing at a rate which is faster than the projected digital market growth.”

Sony’s proposition is very clear: A premium video service with content from its in-house  stable from the last 18 years is bound to engage the audiences. Kriplani add, “We will be available wherever the user is. Our key goal is user engagement. We want fans to be immersed when they use our platform.”

When asked about how does he see the market for such platforms going forward in the Indian context and what are the trends like Kriplani said, “There are four key factors that are changing in the Indian digital eco-system: Consumer internet consumption charges are going down, hence users can now access the internet on variety of handsets and across price points. Also now users can buy an Android smartphone as cheap as Rs 2,500.”

With the country jumping from the wired internet phase into the wireless internet straight straight away, content is being consumed in massive proportions which the content providers have taken note off. Adds Kriplani, “Hence, considering the factors above, digital consumption of content is the way forward. Ultimately, the consumer is the king… and with LIV, we want to be where the consumer is. Provide him a unique experience, and help him personalize the service.”

Understanding the need of the industry and growing trends in the digital space Sony LIV’s aim is to be the leader in the Digital Video Entertainment space. The key challenges to that journey will be to understand the mindset of the Indian consumer; his/her content needs, consumption preferences and then designing the service. Says Kriplani, “Though there are many future hurdles, Sony LIV has a strong foundation and will address it. We are ready to scale up.”

MSM has always been at the forefront of story-telling and entertaining their loyal viewers across the globe with refreshingly new shows, movies and events. With Sony LIV their Video-on-Demand service, they promise to strengthen their viewers engagement & loyalty base by delivering a world-class viewing experience.