“The price at which we bought the IPL made it profitable for us, now it is going to be difficult.”
bottomline. The price at which we bought the IPL made it profitable for us, now it is going to be difficult. We might not have the revenue from IPL but the cost is also not there.
ON PERFORMANCE OF SET
SET has had very high growth and the year has been excellent. After a long time, we were at the No. 1 position for a few weeks and all our big properties have seen a 100% sellout – be it KBC, Super Dancer or Indian Idol... 2017 has seen a great run. Advertisers obviously prefer our channels. The numbers of KBC were beyond our expectations and even the advertisers’ expectations.
ON UPCOMING PROPERTIES
The advertiser response to the upcoming properties has been very good. We have sold the sponsorship for Porus (Patanjali Dant Kanti as presenting sponsor, Raymond and Macho as co-powered by sponsors,
PCJ as jewellery partner). We’re trying something new and different and believe the market is ready for that. The successes of our recent launches have led to the advertisers believing that we will be able to pull off a good product. The shows have been priced at a premium. While KBC was priced at around Rs 3.5 lakh per 10 seconds, Porus and Super Dancer are priced around Rs 2.5 – Rs 3 lakh per 10 seconds.
LOOKING AHEAD FOR SPN
The economy will get better. The GST issues seem to be sorted out and I expect things to only get better now. With our channels continuing to do well, we will ride on channel numbers.
Jio Infocomm Ltd), with Voot (from Viacom18) and Amazon
Prime Video rounding off the top five. Sony Liv comes in at sixth spot, climbing up from seventh position (in the second half of
2016). Commenting on this, Singh claims that SonyLiv has turned profitable and says, “We are building it brick by brick. We have actually achieved a lot of success in the last one year.”
The prime focus now is on Sony Liv becoming the destination for sports – cricket and football – which will help drive traffic to the platform. In addition, the platform is aggregating original content, short films, regional content, investing in regional content and has introduced food as a genre, tying up with Sanjeev Kapoor to launch FoodFood on SonyLiv to curate the digital food experience. While all OTT players are investing in original content, it’s catch-up content that drives viewership for SPN, and here Singh surprises us when he says, “The highest consumption of Hindi GEC content on any digital platform is content from SET and SAB on Sony Liv.”
THE SPORTING DUEL
SPN’s acquisition of Zee’s sports business has helped strengthen its sports play. The lucrative IPL had helped SPN build reach and made the network a must-buy for an advertiser. Now, it needs to be seen how SPN counters Star’s aggressive sports play and how assertive it will be when it comes to bidding for the upcoming
BCCI’s media rights for all international matches in India, which Star India holds till March 2018.
On being asked how the acquisition of TEN Sports has worked out, Singh says, “It’s just been six months post closure and the integration has got completed successfully. Our distribution revenues have grown on the back of TEN Sports. We’ve had two cricket series, West Indies and Sri Lanka, and the third is coming up with South Africa. This has also helped us grow our ad revenues.
So, the TEN Sports acquisition has gone well.”