MSM to launch Sony Kix, aims to expand its viewership base

It’s that time of the year when MSM (Multi Screen Media) will be seen leaving no stone unturned for its most awaited property IPL (Indian Premier League). And taking another step towards the same, MSM is all set to launch a new channel from its bouquet, Sony Kix during its most awaited property IPL. Sony Kix will be telecasting IPL in regional languages, Tamil and Telugu thus enticing the regional audiences too. 

During the launch of IPL’s campaign, the channel custodians had mentioned that IPL, apart from English and Hindi feeds, will be broadcasted in three other regional languages that are Bengali, Tamil and Telugu. Since MSM already had a Bengali channel, Sony Aath so the Bengali feed had a place for itself however at that point the channel custodians were trying to figure out ways to broadcast the other two feeds but now both the feeds have a separate channel to cater to a different set of audiences..

To know more Adgully caught up with Rohit Gupta, President, ad-sales, MSM who spoke about the new channel’s plans, vision and much more. Since MSM already had a sports channel, Sony Six so when asked Gupta about the need of launching Sony Kix, he said, “IPL is our biggest property and we wanted to expand our viewership. South is a strong market in terms of viewership base hence it was a necessity. This step is to further expand our viewership base in the regional markets too.”

Well, Gupta also motioned that they have enough content to telecast on Sony Kix post IPL. Adding further he said, “Post IPL there will be enough content for our viewers on Sony Kix and the content will split between both our channels, Sony Six and Sony Kix. As the time passes and grows we will be acquiring more sports properties.”

The channel that is slated to go live from 8th of April, is a pan-India channel and will be available on all DTH platforms. While talking about the distribution strategy, Gupta mentioned that with IPL Sony Kix will surely be distributed quite aggressively in the Indian market. He also told us that there are no different sponsors for this channel.

Though the channel is aimed at strengthening its position in the southern heartland but it is still a wait and watch game post IPL. | By Aanchal Kohli | Twitter: @aanchalkohli