SonyLIV has seen remarkable growth with inclusion of English content: Uday Sodhi

SonyLIV, the premium Video on Demand (VOD) service from Sony Pictures Networks (SPN), recently fortified its content line-up by adding a repertoire of iconic American shows – ‘Damages’, ‘Unforgettable’ and ‘Timeless’ – streaming now as part of its premium offering. 

SonyLIV’s inclusion of these major shows is to cater to the ever-growing viewership of English content. With changing consumption patterns, SonyLIV has witnessed a considerable rise in the viewership of quality international shows that are intense, high octane and promise intrigue. ‘Damages’, ‘Unforgettable’ and ‘Timeless’ are the first few of the Hollywood line-up that SonyLIV will be bringing to India. 

With 4 Emmy Awards and 1 Golden Globe to its credit, ‘Damages’ deals with attention-grabbing legal cases in New York, while ‘Unforgettable’ brings the world’s most mysterious cases in one of the most gripping crime dramas of all times. Sci-fi drama ‘Timeless’ is about the herculean task of stopping a mysterious organisation from changing American history through time travel. 

The English entertainment channels from Sony Pictures Networks India (SPN) – AXN, Sony PIX and Sony LePlex HD – have recently made their digital debut on SonyLIV. 

Adgully spoke to Uday Sodhi, EVP and Head - Digital Business, Sony Pictures Networks India, on the acquisitions. Excerpts: 

What is the objective behind including iconic American shows in SonyLIV’s content line-up? 
We have observed that viewers prefer content that is differentiated, binge-worthy and most importantly, entertaining. Last year when we expanded our English content library, we received positive responses from our viewers. English shows have a loyal and expanding viewer base that awaits new shows and seasons. SonyLIV’s motive is to bring maximised entertainment under one roof and addition of these shows is a step forward in that endeavour. We are confident that inclusion of these powerful and iconic shows to our library will keep viewers at the edge of their seat. 

What kind of growth has SonyLIV seen in the viewership of quality international shows in the last 2-3 years?
We have seen a remarkable growth in our user base since the time we have introduced English content. We have an enviable repertoire of crowd favourites like ‘Total Wipe Out’ and ‘Fear Factor’, shows from the BBC library like ‘Line of Duty’ and globally acclaimed spectacles from Sony BBC Earth like ‘Planet Earth’ I & II, ‘Blue Planet II’ and ‘Deadly 360’, amongst others. With the introduction of newer shows like ‘Damages’, ‘Unforgettable’ and ‘Timeless’, amongst others, the viewership is going to see a further rise, establishing the popularity of international content. 

What is your take on the overall growth of viewership of English content in the OTT space in India? 
The growth of English content viewership is a reflection of the harmonised supply and demand of this segment. Initially, people started shifting to OTT platforms for international shows that were not available on television. So, it was the dearth of any other medium that triggered the viewership. However, today digital platforms have emerged as a one-stop shop for global content that’s easy to access and choose from. The purpose of adding shows like ‘Damages’, ‘Unforgettable’ and ‘Timeless’ to SonyLIV’s content library is to cater to this ever-increasing discerning audience and offer them with varied content. 

What are the factors triggering this growth in viewership? 
SonyLIV’s content bouquet is a collection of shows that are new, timeless and exciting to watch. Viewers like shows that keep them hooked and compel them to binge-watch until it’s over. With easy access to internet on personal devices, the growth in viewership is a natural outcome. 

Apart from ‘Damages’, ‘Unforgettable’ and ‘Timeless’, what are the other shows lined up? 
At present, we have high-rated popular shows like ‘Underground’, ‘Fear Factor’, ‘Jack Taylor’, ‘X Company’ and ‘Outsiders’, to name a few, as a part of our English content library. We will soon announce the addition of more titles to our content repertoire, which will also be a part of our premium offering. Apart from that, we have an exciting original content slate scheduled to be announced in the coming months. 

Some of these shows have already been aired on TV in India, won’t it be content duplication? 
Digital platforms come with the advantage of keeping iconic shows alive forever. Good content is always watch-worthy, the first and the nth time alike. That’s the reason we keep going back to shows that we love, even if we have watched them earlier. ‘Damages’, ‘Timeless’ and ‘Unforgettable’, amongst others, are shows that will keep bringing the audience back to the platform with every season. As long as the content is good, it will stay with the audience. 

What other content innovations can we expect from SonyLIV in the coming months? 
Under our trademark ‘Signature Series’, we will soon roll out original programming comprising of short and long-form content across genres and languages. Our distinguished innovations for FIFA World Cup 2018 and The Good Vibes have been a great start in offering more personalised content for the viewers. We endeavour to maintain the momentum of innovating and collaborating for storytelling and delivery. 

Recently AXN, Sony PIX and Sony LePlex HD came on to the SonyLIV platform. How much of cannibalisation of viewership do you envisage? 
The audience for television and digital is different and mostly non-interchangeable. Introduction of AXN, Sony PIX and Sony LePlex HD will not only add to the already existing television viewership of the shows and films, but also give the digital audience more options to choose from. I believe that OTT and television will co-exist and there will be no cannibalisation of viewership. 

With a monthly subscription rate of Rs 99 and annual subscription rate of Rs 499 for the Hollywood content, how much of an increase will SonyLIV customers see in their overall subscription rates?
Currently, these shows will be a part of our premium offering. 

How do you see the proposed JioGigaFiber launch impacting the OTT as well as television landscape in India?
JioGigaFiber’s launch will elevate the entertainment ecosystem. The content consumption paradigm will change with the intensifying delivery experience as the viewers will engage through a superior technology. This would also result in a price war and it would be interesting to see how the ecosystem reacts to it.

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