Tier 2, female viewership give further boost to Shark Tank India: Aman Srivastava

In conversation with Adgully, Aman Srivastava, Head - Marketing, Sony LIV, shares insights into the thought process behind the ‘Shark Tank India 3’ campaign and the evolution of the show over the previous seasons. He also discusses the factors contributing to the show’s growth and the trends observed in viewership. Additionally, he sheds light on the overall performance of the Sony LIV platform.

The Corporate Bidaai campaign for ‘Shark Tank India 3’ took shape through collaboration with the moon shot Team. Highlighted the partnership, Srivastava said, “They came up with various routes, and one of the things was job versus own business – the insight was that everybody thinks that they have a great idea for their own venture, but after that, what? What is it that makes a person go ahead and take the plunge?" He praised the AIB Team for creating a campaign that strikes a balance, aiming to leave consumers with a smile while conveying the underlying message of entrepreneurial courage.

Srivastava emphasised on the alignment between the Sony LIV and moon shot teams, stating, “We both get each other.”

Reflecting on ‘Shark Tank India’s journey, Srivastava noted that three years may not seem long for a format, but the show has managed to capture people’s imagination within its first two seasons. He highlighted the expansion of the Shark panel, with new members joining each year. The show has also introduced themed episodes, such as a Campus Special, where college students showcase their entrepreneurial talents, and an Ecopreneur Special, focusing on businesses committed to sustainability and environmental goals.

Srivastava credited the success of ‘Shark Tank India’ to its credibility as a platform that brings investors and entrepreneurs together for mutual evaluation. He mentioned the increasing interest from Tier 2 towns, showcasing the show’s ability to connect with diverse audiences and the entrepreneurial spirit present across India.

Discussing viewership trends, Srivastava highlighted the preparedness of participants, attributing it to the availability of past episodes for reference. He noted the increased female viewership, challenging the perception that digital and OTT platforms are male-dominated. Srivastava anticipated continued growth in female viewership, especially as connected TV viewership rises, making Shark Tank India a family choice rather than an individual preference.

Switching gears to the overall performance of Sony LIV, Srivastava expressed satisfaction with the platform’s massive viewership, both in terms of sampling and subscription. He attributed the success to a diverse range of live sports offerings, including events like the Asian Games and Commonwealth Games. Additionally, original content like ‘MasterChef India’ has been consistently delivering interesting pieces to the platform’s original consumer base.

Looking ahead, Srivastava mentioned plans to build a viewing habit, drawing inspiration from the success of ‘MasterChef India’. He gave a peek into upcoming additions to the platform, including MasterChef India Tamil and Telugu, as Sony LIV aims to continue providing diverse and engaging content to its audience.