Sony Pictures Networks India’s new Marathi general entertainment channel, Sony Marathi, is set to launch on August 19. The channel will go on air with the telecast of the 55th Maharashtra State Film Awards.
Apart from the awards, the channel will go live with 11 new shows. Saare Tuzhyach Sathi, Ti Phulrani, Duniyadari Filmy Style, Year Down, Bheti Laagi Jeeva, Hrudhayat Vaje Something, Gajra Maharashtra etc. are their fiction shows, while the non-fiction line-up includes Maharashtracha Favorite Dancer and Maharashtrachi Hasya Jatra.
The channel will be available across key direct-to-home (DTH) and digital cable platforms.
Talking about the research that Sony Pictures Networks did before launching Sony Marathi and the feedback that they received from the viewers, N.P. Singh, Managing Director, and Chief Executive Officer stated, “In the last couple of years, the audience has said that they have been seeing only one kind of programming and while they are enjoying it, they are watching it because there has been no credible alternative content available. They want to see high-quality content which is more progressive and aspirational and that is what Sony has stood for in this market.”
Speaking on where he wants to see Sony Marathi in the next one year, Mr. Singh further added, “We are focused on building the brand ‘Sony Marathi’ first through the content that we have on our channel. Once the content resonates with our viewers, everything else will fall into place. Currently, the entire focus and attention will not be on chasing numbers or rankings, but we are focusing on Sony Marathi as a brand that is established in the psyche of the consumers through the content we are presenting on our channel.”
While the trailers of the shows look to be targeting the youth and urban Maharashtra markets, Ajay Bhalwankar, Business Head, Sony Marathi, states, “This is not youth content and all kinds of drama will be available. Marathi channels are consumed by families, together, so every member of the family will find something to take away from this channel and something to relate with. We are not looking at women-centric content, rather, we are looking at family-centric content. Broadcasting means getting the family together.”
Here’s wishing the entire team of Sony Marathi all the very best.