GECs should create content that is more widespread: Neeraj Vyas, Business Head, Sony MAX

For Neeraj Vyas, Sr. EVP & Business Head, Sony Max, Sony Max 2 and Sony Mix, transforming Sony SAB TV into one of the most watched channels has not been an easy task. Vyas has led from the front to ensure that Sony SAB is synonymous with sticky content. The channel now boasts of having India’s longest running show, ‘Taarak Mehta Ka Ooltah Chashmah’, besides a host of other popular shows directed particularly at the youth.

 

Focus on youth content

 

Speaking about Sony SAB’s increasing focus on youth content, Vyas said, “We have tried to represent the channel in a new way. We were operating in a zone which was entertaining, happy and nice, but I think there was a bit of energy that needed to be infused. The focus now is to try and attract younger audiences too. Today, if you look at the number of original hours, even on TV it has gone up. My job is to ensure that what I put up is the best that I can do.”

 

Vyas believes that the survival of GECs will finally depend on the content that they showcase. “GECs will have to tell newer stories and tell them beautifully and differently. They will have to engage more people and create stories for a large cross section of people if they want to remain relevant.”

 

Single TV households and content creation

 

According to Vyas, TV content in India is largely guided by the fact that 92–93% of the country comprises single TV households. So, while creating content it is imperative to keep in mind that we are creating it for the entire family.

 

“While you may cater to a particular TG, your content per se has to be a lot more widespread,” added Vyas.

 

With the growing popularity of digital, many experts believe that TV viewership will get impacted in the time to come. However, Vyas is critical of such speculations. “Television universe has only grown over the years. If you look at the statistics of rural India, there are more TV’s than gas stoves. I think broadband in India is work in progress. Digital content is something that people are watching but it will not replace TV. To replace TV is anywhere between three to five years away. At the moment, TV is robust enough in India.”

 

Speaking about the marketing of Sony SAB’s new identity, Vyas explains, “We have the benefit of the large network. Marketing has been a massive focus this year. I think SAB as a brand has been fairly visible this year compared to what it has done in the last so many years.”

 

Ask him about his vision for Sony SAB this year, and he explains, “My vision is to ensure that we keep creating distinct content and constantly focus on addressing the need gap that exists in the content space.”