Multi Screen Media (MSM) recently celebrated the completion of 20 years in the country. NP Singh, CEO, MSM, spoke to exchange4media on the journey of many firsts in the industry, while sharing his plans for the future of the network. He spoke on the new strategy in place to get Sony TV’s viewership on top, female audience, Sony Pal and more. Excerpts:
What are the plans of MSM for the future especially for the flagship channel?
A lot of good and fun stuff has happened in the last 20 years. It has also been full of challenges. We have had multiple successes of our flagship channel (Sony TV) in addition to the other channels. The flagship is currently going through a difficult phase and continues to be my number one priority in addition to growing the network and with that in mind we have put in place a new management team. Danish Khan has joined as the business head of that channel (Sony TV) and he has put in place a new team under him in content, communication, on-air promotions, research and strategy, marketing, etc. I am very confident in the next few months. With the new launches we will see the ship turning around. In the last couple of years, we have started to focus not just on consolidation of existing channels, but also on expanding our bouquet, which is why you have seen a flurry of announcements recently. We have done a joint venture with the BBC to bring in BBC Earth into the market which is a factual entertainment genre that we are getting in. The day before, we announced our partnership with ESPN. The might of a global brand which is respected in India as well as with the credibility of our own sports portfolio it will be great for the fans in India.
When is the launch of BBC Earth and Sony ESPN expected?
At this stage it is very difficult to say anything on that. I can tell you one Max HD which we did not talk about, we are ready to launch it. Once I get the license I will launch it. When we launch it you will see that it is very unique and very interesting from what you are seeing currently in the market. Sab TV will also go high definition in a few months time. When BBC Earth and Sony ESPN will get operationalised will be contingent upon the approvals and sometimes you can’t set a deadline for that case.
With the new launches we will see the ship turning around, says NP Singh, CEO, MSM
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