Sony PIX goes Neon with a brand new logo!

Sony Pix, the Hollywood movie channel from Multi Screen Media (MSM) network is all set to get ‘young’ with its audiences with its new and ‘cool’ look and feel. Joining the revamp bandwagon of the network, following Sony Entertainment Television’s (SET), Sony Pix also has a new logo and newer and altered approach to its audiences.

The brand’s logo goes from blue-yellow-white to youthful and vibrant neon green-blue and black combination and has been designed by Medialuna (MDL), Argentina. The new channel packaging will be seen as an unusual look as far as English movie genre is concerned. Also, the five-year old tagline of the channel also changes from ‘We tell stories’ to ‘Stay Amazed’.

Talking about the revamp of the channel, Saurabh Yagnik, EVP and Business Head, Sony PIX sated that, “ the new packaging is a refreshing change that is brought about to let the brand stay in-sync with its increasing number of young viewers. Of the total viewers we have in our kitty, a large number – about 75% of our viewership comes from the age bracket of 16 to 26 years, specifically men. Hence, it is essential that we revamp, reposition and re-pack to cater to their needs not only on the ‘look’ aspect, but also on the content front.

Elaborating on the new approach on the content front, Yagnik continued, “There has been total clutter in this category with everyone speaking the same language of Hollywood and trying to establish their Hollywood credentials. With the new philosophy, PIX aims to take a leap forward to create a positioning which would define ‘What of Hollywood’ people like, hence providing clutter breaking content with blockbuster movies on their television sets.  And this is explained by our new look to be introduced in conjunction with the premiere of the biggest Bond movie- ‘SKYFALL’ on October 27 at 1pm and 9pm on Sony PIX.”

In a market like English movie channels, with handful of players, standing out of the crowd on every parameter is very essential. Sharing his thoughts on the same, Yagnik said, “Firstly, a fact to be taken note of is that on an average, weekly reach of the channel is about 32 – 34% while the time spent is about 50 – 60%. Hence in this case, it is essential to hold a viewer’s attention providing familiar content (popular movies), which becomes an obvious action. But we also look at making our programming grid inclusive in our content offering; which goes on to explain the telecast of movies that are in the realms of college drama, teen love etc. Secondly, in a country like India, where English is the second most spoken language, opportunities are definitely wide and open. So, to tap these opportunities, we are focusing on strengthening our content, innovating and differentiating the current movies that we have to offer and also creating an eco-system that goes beyond television. With the new packaging, we are promising out viewers ‘no dull moment’”.

With growing competition on the marketing and promotions front as well Sony PIX gets a bitchy and saucy twist! ‘Notty Pixy’, a Hollywood insider who provides latest Hollywood news and gossip. In November there will also be a Notty Pixy slot on air, which will be truly integrated with Social Media. “With young audiences to cater to, PIX is looking at engaging through all platforms. Thus, the new ‘cool’ PIX has Notty Pixy who is on the social media and then will eventually come to television in the Notty Pixy slot on Fridays. We also have the Indian superhero, Krissh aka Hrithik Roshan being associated for an integrated campaign with Krissh 3 and the channel brand campaign, Sony PIX Stay Amazed. We, like any other campaign, have a few activities in the outdoor and print space as well. While the marketing and promotions are a holistic 360 degree plan, we are building as ‘intrigue’ factor through our campaigns”.

The channel has a few tie-ups with Hollywood studios of the likes of MGM, Paramount, Sony Pictures, Universal and Lionsgate to strengthen its library. Apart from these tie-ups that may excite a viewer, the channel’s kitty also has blockbuster’s titles like Spiderman Franchise, Shrek franchise, Rocky franchise, Bond franchise, The Hobbit, Iron Man 1& 2, Kung Fu Panda, Madagascar, Mission Impossible, After Earth, Elysium, Django Unchained promising to keep up its philosophy of ‘Stay Amazed’.


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