Mumbai : Sony BBC Earth, the latest entrant in India’s factual entertainment landscape, is the most preferred, the most watched, and the most loved channel in the Metros. According to the BARC figures for the first quarter of FY18-19, the channel is No. 1 in Metro cities with 26% market share.
Launched in March 2017 in an already cluttered category, Sony BBC Earth has gone from being #8 in the category to #1 backed by a differentiated and innovations-led strategy across brand, content and marketing. All this within one year of launch!
Through extensive research, the channel identified the need of Indian consumers to reconnect with the natural world. With the brand positioning of Feel Alive, Sony BBC Earth launched as a pureplay factual entertainment channel promising grand visual spectacle, never-seen-before facts and positive insightful stories.
The 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 the affluent households. Infact, 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)
The channel has undertaken numerous differentiated and innovative marketing initiatives to make the brand engaging and relevant to the Indian audience. For the first time in the category, Blue Planet II was released in theatres across 22 cities, preceded by the first ever Blue Carpet Premiere, making it the biggest show launch. 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 the viewers.
Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India said, “At Sony BBC Earth, our mantra is to delight the viewers with pureplay differentiated content backed by clutter-breaking marketing, delivered by a strong distribution network. We are happy that the audiences have chosen to not only watch us but also make us the No. 1 infotainment channel in the country.”