We are not versus wild, we are with the wild: Tushar Shah, Sony BBC Earth

Sony BBC Earth might have entered the factual entertainment landscape just a year ago but it has come a long way since. According to the BARC figures, provided by Sony BBC Earth for the first quarter of FY18-19, the channel is number one in the category in Metro cities with 26 per cent market share.

Sony BBC Earth has gone from being number eight in the category at launch to one of the leading channels in its space today, backed by differentiated and innovation-led strategy across brand, content, and marketing. Through consumer research, the channel first identified the need for Indian consumers to reconnect with the natural world. “We saw that consumers wanted something else and they landed on channels which show different content but were not informative enough, that gap I think we filled with Sony BBC Earth,” said Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India.

“Earlier the category was shifted from infotainment to entertainment by competitors because shows like Naked and Afraid and Pawn Star were ratings-driven and that agenda created a vacuum for infotainment. That's where we stepped in,” he said.

Shah shared that at Sony BBC Earth, they saw a shift in the category from what it was meant to be when it first started in India 20 years ago. “As the pressure on numbers grew in terms of ratings, channels started moving towards entertainment and I think they left behind a space in the information domain. The category began being one of pure-play infotainment plus entertainment and over a period of time, it started skewing more towards entertainment and masala. That's the gap we identified before we launched our channel. Unlike our competitors, we are into pure factual entertainment. We are not versus wild, we are with the wild. Positive insightful storytelling is the core essence of our brand,” said Shah.

According to Shah, internationally acclaimed and highly-rated content ranging from science and nature to wildlife and adventure resulted in the channel becoming the preferred destination amongst the youth and affluent households. In fact, going by BARC India ratings, 7 out of top 10 shows in the factual entertainment category are broadcast on Sony BBC Earth- Spy in the Wild, The Hunt, Attenborough’s Big Birds, Rick Stein’s India to name a few. (2+ NCCS AB).
"Our three pillars are grand visual spectacles, never-seen-before and positive insightful stories. This is the brand promise of Sony BBC Earth," he said.

Talking about the infotainment category as a whole, Shah believes that the category has more potential to grow. “There is the need for people like us to evangelise or to see how can we grow and create that opportunity going forward. Being a category leader is just not about delivering tangible viewership numbers but also growing the market in terms of revenue. I think we are taking a lead on that.”

In just one year, the channel has also undertaken numerous differentiated and innovative marketing initiatives to make the brand engaging and relevant to the Indian audience. Blue Planet II was released in theatres across 22 cities, preceded by the first-ever Blue Carpet Premiere. Sony BBC Earth also roped in celebrity chef Ranveer Brar for its anthology ‘Secrets Behind Food’ where the chef handpicked three shows from the BBC library that decode the science behind food for viewers.
The channel is now planning to launch some innovative shows in the coming five-six months. There is Rituals, a show about various rituals from around the world; Big Cats that uncovers the secret lives of big cats, using the latest technology to bring these majestic animals out of the shadows, and Last Man Standing where six men take on the challenge of travelling the world and compete against tribes at their sports.