Mumbai: “The certainties of the past are over.” That was one of the key messages from Gaurav Banerjee, MD & CEO of Sony Pictures Networks India, at AVIA’s Future of Video India summit, held alongside Waves. In a candid conversation with AVIA CEO Louis Boswell, Banerjee outlined how India’s video entertainment industry is undergoing transformative changes.
“We are seeing a lot of new trends emerge,” said Banerjee. “Sony intends to play aggressively amidst these changes. One of the key shifts is that the past certainties—like the assumption that pay TV would see secular, steady growth—no longer hold. For at least 20 of the last 25 years, it felt like pay TV was on an upward trajectory. That doesn’t seem to be the case anymore. But that doesn’t mean pay TV’s best days are behind us—it’s just a more challenging environment now. A call to arms is necessary if we’re to drive the next wave of growth.”
Average Content Is No Longer Enough
Banerjee highlighted another important shift: the bar for content quality is significantly higher. “You can no longer survive by offering average or above-average content. That era is over. There used to be room for mediocrity, especially in India, but not anymore,” he said, noting that in the US, shows are often canceled within weeks if they don’t perform. In contrast, he shared that during his long career commissioning TV shows, he only discontinued one within three months—largely due to the creator’s lack of interest.
He added, “The days of movie stars doing films just as a favor to friends, knowing the script wasn’t great, are over. Such projects don’t get funded anymore.”
According to Banerjee, this changing landscape makes the Indian market both challenging and incredibly exciting. “No other country has such a large, youthful population combined with a high growth rate. Content creators want to be here because of that potential.”
Banerjee emphasized how Sony’s India strategy differs from global operations. “What works on TV often works on streaming in India. To run a successful streaming service, we need a strong TV network. That clarity is unique to India. Both ecosystems support each other.”
Sony’s Strategic Pivot: A Content Studio Model
Sony is now repositioning itself as a content studio—creating shows not just for its TV channels and OTT platform SonyLIV, but also for partners like Netflix and YouTube. “Our goal is to make great shows and build robust monetization models that let us reinvest in even better content. That’s the flywheel we want to create,” he explained.
Recent examples include the relaunch of iconic crime shows CID and Crime Patrol, which are now simultaneously available on SonyLIV, SET, and Netflix. Sony is also considering airing them on Free TV and YouTube.
“Our content strategy spans SVOD, Pay TV, Free TV, and YouTube—each a key platform for IP monetization. This multi-platform approach is what we call the ‘Sony way’ in India.”
Sony is committed to making the best version of CID, with an aim to turn it into the best crime show in India. Banerjee said the studio approach will soon expand beyond just two shows to a larger portion of their catalogue.
“Our own platforms remain crucial—they are our most strategic monetization tools. But we’re also focused on being the best talent magnet, to ensure high-quality storytelling.”
Authenticity Drives Success
Banerjee stressed the importance of authenticity in content. He cited Kantara—a Kannada film that deeply resonated with audiences in Mumbai—as an example. “The most authentic stories tend to travel best. If a story works brilliantly in its native language, it can reach wider audiences with good marketing.”
Shows like Anupama, cricket broadcasts, and global content trends all reaffirm this: when content works, it transcends boundaries.
Banerjee predicts unprecedented levels of investment in original Indian content. “India is the fastest-growing major economy and a huge opportunity for global brands. So, we’re going to see massive backing for high-quality storytelling.”
He identified three key drivers:
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A large, growing consumer base.
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Democratization of access to storytelling—Hindi is no longer dominated by a few production houses.
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The rise of the creative economy—where anyone with talent can find success through self-publishing.
Sony is one of the top five brands globally on YouTube. “It’s not just a revenue stream, but a talent discovery platform,” Banerjee said. He recounted how influencer Bhuvan Bam pitched Taza Khabar—a show Banerjee initially didn’t understand, but which became a major hit.
“YouTube helps us grow our brand, reach new audiences, and find new voices. It’s a powerful asset.”
Embracing AI—With Caution
Banerjee described AI as a transformative force. “We can’t be ostriches. AI will change everything, and we need to experiment and explore.”
He sees AI as an enabler for creators—especially in areas like research, where Indian writing rooms often lack support. “Technology should help creators dream bigger. But it must also protect their rights and intellectual property. We need strong legal and policy frameworks to ensure creators and consumers remain safe.”
Gaurav Banerjee painted a picture of a rapidly evolving industry where old assumptions no longer apply. For Sony, India is a strategic priority—not just for distribution, but as a creative powerhouse. With a renewed focus on high-quality, authentic storytelling and a bold multi-platform strategy, Sony aims to stay ahead in a market teeming with opportunity and complexity.
