MUMBAI: Within a year of its launch, factual entertainment channel Sony BBC Earth has emerged as the leader in the metros as per the latest week 11 of BARC ratings.
From the sixth position to the top, the ride has been quick for the channel. Sony BBC Earth stood at 5 per cent market share a year ago and now takes up 22 per cent backed by a strong distribution network, strategic content line-up and strong marketing innovations.
Sony Pictures Networks India EVP and business head English cluster Tushar Shah said that this one year has been a period full of learning. “It is gratifying that in a span of one year, despite the channel having been launched as the eighth channel, we are on top today. All our efforts have paid off,” he exults.
Shah adds that the infotainment genre has a slight entertainment edge which created a better opportunity. Research told them that people wanted pure, factual and full of life content. “The kind of content that Sony BBC Earth provides is real, factual and with grand visual effect. We are not driven by what competitors show, we believe in what we have and we are very confident that in the long run it will pay us rich dividends,” he says.
Commenting on the same, BBC Worldwide south and south-east Asia SVP and GM Myleeta Aga said that Sony BBC Earth team’s consistent work on building reach and fine-tuning the programming and marketing mix has paid off. She further adds that series like Spy in the Wild and Fishing Impossible have performed well for the channel.
The channel is celebrating its achievement with British TV presenter and medical journalist Michael Mosley. He conducts experiments on himself to give definitive answers to health-related questions and has busted many myths related to food, fitness and health. Trust me I’m a Doctor, Meet the Humans, The Truth About Exercise are some of the shows aired exclusively in India on Sony BBC Earth.
Earlier in February 2018, to bridge the gap between urban lifestyle and the natural world, Sony BBC Earth had taken its brand proposition of ‘Feel Alive’ on-ground by introducing an annual property called feel-alive hours.
The channel started with schools so that students can feel alive and refreshed ahead of their annual exams in March. The activity covered 300 schools, 2 lakh students across four cities of Mumbai, Delhi, Bangalore and Kolkata
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