Sony Pictures Networks India: Strategizing Humour Television Content
On October 5, 2017, the chief executive officer of Sony India Pvt. Ltd. (Sony), in Mumbai, India, was concerned about the future of the television show Taarak Mehta Ka Ooltah Chashmah (TMKOC), which aired on the television channel Sri Adhikari Brothers Television (SAB TV), a general-entertainment channel owned by Sony. TMKOC was a flagship, family-friendly comedy show that had enjoyed top ratings for years. However, new comedy shows that featured more hard-edged and less family-oriented content, with jokes at the expense of characters rather than at situations, were gaining new viewers. Current viewers were also using mobile devices rather than traditional television sets to watch content. The chief executive officer wondered how he could sustain SAB TV as a market leader, despite the growing popularity of less family-friendly content from new comedy shows and emerging digital platforms.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B18M199-E
Format: PDF
Number of pages: 11
Publication Date: Dec 20, 2018
Language: English
Review date: Dec 20, 2018
What material is included in this case:
Description
On October 5, 2017, the chief executive officer of Sony India Pvt. Ltd. (Sony), in Mumbai, India, was concerned about the future of the television show Taarak Mehta Ka Ooltah Chashmah (TMKOC), which aired on the television channel Sri Adhikari Brothers Television (SAB TV), a general-entertainment channel owned by Sony. TMKOC was a flagship, family-friendly comedy show that had enjoyed top ratings for years. However, new comedy shows that featured more hard-edged and less family-oriented content, with jokes at the expense of characters rather than at situations, were gaining new viewers. Current viewers were also using mobile devices rather than traditional television sets to watch content. The chief executive officer wondered how he could sustain SAB TV as a market leader, despite the growing popularity of less family-friendly content from new comedy shows and emerging digital platforms.
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Year: 2017
Geographic Setting: India
Industry Setting: Information, Media & Telecommunications;
Learning Objective
This case is suitable for major functional areas such as business strategy and marketing. Within these programs, it can be used for courses such as media and entertainment management, broadcast management, television programming, content strategy, consumer insights mining for media platforms, and new media. The case is designed for postgraduate and executive students. After working through the case and assignment questions, students will have developed their ability to do the following: ·Explain content television strategy. ·Explain how to plan a television channel driver. ·Describe online platform strategy. ·Outline the use of consumer insights to help an organization win over consumers.
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