Sony Pal to undergo makeover

Current shows would be phased out, reveals an MSM spokesperson

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Regular viewers of Sony Pal are going to get new shows soon. Launched in September 2014, Multi Screen Media’s (MSM) women-centric entertainment channel, airs shows such as Ek Rishta Aisa Bhi and Humari Sister Didi. Soon enough, it will have other shows, claimed a spokesperson of MSM India. Dismissing reports that the channel will be going off air, the spokesperson said: “The channel has been operational for five months. We have done extensive research and realised some realignment in terms of the positioning is needed. It is too soon to say what these changes will be but the channel will most definitely continue to be on air.”

Sony Pal will also continue to be a pay channel.

The producers of the shows on air currently have been informed about the decision to revamp the content and phase out the shows. While the spokesperson did not reveal the dates when all the current shows will go off-air, media reports say the exercise should be complete by February 13.

The spokesperson, however, did concede that in the interim, the channel may show some of MSM’s flagship general entertainment channel (GEC) Sony Entertainment Television (SET)’s archive content. The channel has a variety of shows that have in the past got it significant viewership, like Jassi Jaisi Koi Nahin (the Indian adaptation of Ugly Betty), Just Mohabbat, Kkusum, Kutumb and Heena. The spokesperson did not comment on which shows from the network archive content will be aired on Sony Pal.

Estimates peg that the channel was launched with a budget of Rs 80-100 crore. To begin with, it had a programme slate of nine shows but the portfolio was reduced to the current four. Leading ladies from Bollywood such as Raveena Tandon and Juhi Chawla were brought in to host a show (Simply Baatein) and as a brand ambassador, respectively.

Sony Pal’s viewership ratings in its run so far have been comparable to Zee Entertainment Enterprises Limited’s (ZEEL’s) Zindagi, which was launched in June last year. However, while the ZEEL channel was positioned as a mass premium channel, Sony Pal was positioned as a mainstream GEC. Both the channels record 25-30 million viewers per week. Other broadcast networks — ZEEL, Star India and Viacom18, all have channels that air archive content from the flagship GEC. While ZEEL has Zee Anmol (content from Zee TV), Star India has Star Utsav (content from Star Plus) and Viacom18 has Rishtey (content form Colors).

These channels have viewership between 60 to 80 million over a week.  

MSM is the only network at present that has no television vehicle to air shows which were once aired on SET.

The channel has experimented with content. It has recently aired sports content as well. Last weekend, the channel telecast the semi-final and final of the Syed Modi International Badminton Championships 2015 (live event) with Hindi feed between 2 pm and7 pm on January 24 and 25.

MSM also hold the broadcast rights for Twenty-20 tournament Indian Premier League.