SET looks beyond fiction, backs global reality formats for weekday growth

Core Insights - Sony Entertainment Television (SET) is shifting its programming strategy to focus on international reality formats to build a sustainable weekday audience, particularly targeting male viewers and appealing to premium advertisers seeking faster brand impact [13] - The channel aims to address a clear weekday programming gap and reduce reliance on an increasingly crowded fiction space, as non-fiction shows attract a more balanced male and female viewership [13] Programming Strategy - The programming strategy is centered on interactive formats that work seamlessly across television and mobile screens, emphasizing the importance of cross-platform engagement [5][13] - The execution of this strategy relies on pairing international formats with prominent film star hosts to amplify audience engagement [6][13] Target Audience - SET's weekday programming approach focuses on delivering brand salience and conversion for advertisers, rather than just audience aggregation, with a particular emphasis on reaching an active and engaged male viewership [7][13] - The channel recognizes that cricket is currently the only male-targeted, mass-appeal offering dominating the weekday viewing cycle, highlighting a clear gap for non-fiction programming during weekdays [10][13] Challenges and Opportunities - SET has faced challenges in building a consistent slate of successful fiction shows due to audience fragmentation and competition from established players like Star Plus and Zee TV [9][13] - The channel's strategy to scale up reality formats reflects an attempt to fill the weekday television landscape gap and leverage the success of shows like Kaun Banega Crorepati, which has shown strong male viewership [11][13] Sponsorship and Advertising - The launch of Wheel of Fortune has attracted a diverse mix of sponsors, including Maruti Suzuki and State Bank of India, indicating strong advertiser interest even in a soft advertising market [11][13] - Big-ticket formats are seen as effective in capturing attention and enabling advertisers to build brands at scale [11][13]