Multi Screen Media gears up for post IPL programming line-up

Multi Screen Media (MSM, formerly Sony Entertainment Television) is gearing up to launch a new programming line-up to coincide with the end of the second season of the Indian Premier League (IPL), which gets over on May 24th. The new programming lineup will be accompanied by a change in channel packaging as well as three hours of new programming on weekday prime time and three hours of new programming on weekends from May 25th. 

Speaking to Campaign India, Danish Khan, head, Marketing, MSM said, “A lot has changed in the GEC space over the last few years in the way that entertainment is consumed and the new positioning that we are set to launch for SET will reflect that dynamism. For SET, it’s the promise of a new beginning. We are talking about a new brand architecture. The Indian market is a young, diverse one, where there is a fine balance between values and global aspirations. Our new programming will reflect that.”

Watch one of the TVCs here:

Sony Entertainment Television from Campaign India on Vimeo.

The brand spot has been created by Rising Sun Films and has been directed by Aniket.

Reacting to how the GEC space has evolved, Khan replied, “It’s true that the dynamics have changed. But I believe the GEC space has evolved from people looking at GRPs from a generic level to one that looks at it from a target audience perspective.”

Khan says the new brand campaign will look at building on the values of ‘hope and happiness.’ The first phase of the campaign will run till the end of June. MSM will look at leveraging the IPL to its advantage to run the new communication across its channels. It will also use a diverse cross media mix to promote the new programming line-up across news, kids, music and regional channels. The new campaign will use primarily TV and cinema in its media mix, while radio may play a role in the second phase.