How Gaurav Banerjee is revamping Sony

Culver Max Entertainment Pvt Ltd (formerly known as Sony Pictures Network India or SPNI) is set to revamp its flagship Hindi General Entertainment Channel (GEC) Sony Entertainment Television (SET), as part of a strategic overhaul aimed at boosting viewership. 

According to the sources close to the development, the decision to revamp comes in response to the channel’s struggles with low viewership. Gaurav Banerjee, who recently joined as the CEO and MD of SPNI, is leading a thorough redesign of Sony TV’s content with the goal to enhance the channel’s appeal and increase the viewership. 

As part of the channel’s revamp plan, several shows—including Pukaar Dil Se Dil Tak, Kavya- Ek Jazbaa, Ek Junoon, and Jubilee Talkies—will be taken off air due to lower TRPs. While Pukaar Dil Se Dil Tak and Jubilee Talkies were launched in May and June 2024, respectively, Ek Junoon first aired in September 2023. 

“Within two weeks of taking over, Gaurav Banerjee has discontinued Sony TV’s three shows that had low ratings. The channel is currently in discussions with several producers for new content. In fact, there are reports suggesting that the channel might consider bringing back some of its popular shows, such as CID,” shared an industry observer on the condition of anonymity.

However, there has been no official confirmation from the broadcaster regarding the decision to take these shows off-air. We reached out to SET for an official comment but did not receive a response by the time this news report was filed.

Not just the fiction shows, but some of the non-fiction programmes are also under the scanner. According to several media reports, Apka Apna Zakir might also go off-air due to low ratings. In fact, the channel’s most popular show Kaun Banega Crorepati (KBC) has also witnessed a low rating. According to the Broadcast Audience Research Council (BARC) data, in Hindi speaking markets (HSM) 15+ MF, the show opened at 0.5 GRP in Week 33 and remained at the same level in Week 34 as well. 

As earlier reported by exchange4media, the channel, which once operated between 90 and 100 GRPs three years ago, is now at 60-70 GRPs. Industry experts attribute this decline to several factors, including a drop in viewership for non-fiction shows, formerly major audience attractors, across Hindi GECs. Additionally, the shift towards digital platforms has further impacted viewership, they noted.

According to media analysts, the viewership of reality shows has reached a saturation point, creating significant hurdles for broadcasters. The genre’s lack of fresh ideas and repetitive nature of similar formats have led to viewer fatigue, making it harder for broadcasters to capture and maintain audience interest.

Sony TV, which heavily relies on reality shows, is experiencing a decline in viewership as many of its reality programs are underperforming. This trend reflects a broader shift in audience behaviour, with traditional appointment viewing becoming less popular as viewers increasingly prefer the flexibility and convenience of on-demand streaming services.

Reviving the channel’s viewership is one of the key challenges for the new CEO. As an experienced content expert, Gaurav Banerjee is expected to bring significant changes to the channel, aimed at improving its appeal. Many believe that this is just the beginning of a much-needed content overhaul. The industry remains optimistic that these changes will lead to more engaging and compelling programming.