Sony Entertainment Television to be seen in new avatar

New design aims to to reinforce the vibrant cultural and thematic identity of channel

Multi Screen Media's (MSM) flagship general entertainment channel Sony Entertainment Television (SET) has taken on a new brand look today which is in keeping with its creative vision and content innovation.

The new design aims to to reinforce the vibrant cultural and thematic identity of the channel resulting in a refreshed, modern and distinctive new channel.

SET’s new look lies in its philosophy of “hope and happiness” symbolizing progressiveness and grace, while being traditional and cultured. Embracing red, blue and green as their signature colors, the new look is intended to give the channel a lively and emotional touch.

Ink Project based in Australia has helped create and advised the channel on its new look.

N P Singh, COO MSM, Pvt Ltd said, “Sony Entertainment Television is a brand which has always challenged itself to define the category through fresh content, appealing characters and powerful storylines all packaged in a vibrant look. The journey so far has been a well chalked out one, in terms of how we have evolved the brand and as a brand we have always endeavored to give our viewers what they want to watch, not just what we want them to watch.”

In the new brand identity spot, SET stars, are weightlessly captured against a dynamic backdrop of color and sound. The sparkle frames encircle the human action creating a bold, fresh look for SET. Red, blue & green colored particles converge to one point and dynamically sparkle to create the SET brand logo.

Sneha Rajani, Senior EVP and Business Head, SET said, “At Sony, we believe that this is the right time to infuse renewed vigor into the brand and reflect an identity which truly articulates our spirit. This revamped look is a celebration of hope and happiness thus reflecting the inherent ideology of the channel – being proud of our heritage yet living life to the fullest. We anticipate that our new look will only strengthen engagement & connect with our audiences.”