Sony Entertainment Television (SET) is reviewing its functioning in India to cope with the current pressures on margins.
Sony's expenditure last year increased by about 15 per cent whereas the topline has not seen in any growth, resulting in a considerable squeeze on margins.
Kunal Dasgupta, CEO of SET India, said: "With expenditures rising consistently without the corresponding increase in topline, we have to be judicious in our decisions rather than just being aggressive. First, we would have to resort to smarter buying and have a calculated approach in introduction of new programmes."
"We would also not like to hit the market with multiple shows in one go, but would prefer to launch new programmes in a phased manner. As experienced by some channels already, the former approach does not succeed since it does not give viewers time to latch on to the new programmes," Dasgupta added.
"You cannot push a programme when you want to, but only when the market is ready to accept it. I can sense the viewer boredom and fatigue from the leader and we will strike now," he said.
As regards the programming strategy that the channel has adopted, Nachiket Pantvaidya, vice-president, programming and production, said: "We have adopted what we call the T-Strategy. The horizontal line in this includes the prime time soap operas between 9 pm to 10 pm from Monday to Friday and the vertical line up involves programmes between 8 pm to 11 pm on Fridays, which include shows such as Boogie Woogie, Dil Se Dosti, Henna, CID, etc."
Coming up for the channel is also a brand new channel identity package which is being designed in Los Angeles.
Balaji Telefilm's "Kutumb" will debut on October 29 at prime time. By the end of the year, Sony would have launched five new shows. Beginning January, the channel will be set to launch Shubh Vivaah, Madhuri Dixit's TV debut and 'Doctors', a new show on the medical profession.
