Sony Pictures Networks India’s Tushar Shah, Chief Marketing Officer & Business Head – Movies, Regional, FTA and Infotainment Channels, stepped down from his position on Thursday after a distinguished 16-year tenure. As Shah’s last day has been announced as March 31, 2026, the company said it will announce the succession plan in due course.Major brand milestonesStarting his work at Sony from 2002 to 2005, Shah has spent more than 19 years with the company. At SPNI, he has been responsible for driving busine ...

Core Viewpoint - Indian television broadcasters are launching new channels despite stagnating revenues and a shift of advertisers to digital media, betting on targeted categories that cater to large audience segments [1] Group 1: New Channel Launches - Zee Entertainment Enterprises Ltd has launched Kannada and Bengali language channels, Zee Power and Zee BanglaSonar, while Sony Pictures Networks India added Sony MAX 1 to its movie portfolio [2] - The new channels utilize both ad-supported and subscription models [2] Group 2: Market Trends and Audience Engagement - Broadcasters are focusing on categories with mass appeal or underserved niches, where consumption is habitual and differentiation is possible [3] - Movie channels, music, regional language entertainment, and devotional programming are highlighted as areas with steady audiences and predictable advertiser interest [4] - The TV segment revenues fell by 4.5% in 2024, marking a second consecutive year of decline, while TV advertising revenue dropped by 6% due to a 12% reduction in brands using television [5] Group 3: Digital Media vs. Traditional TV - Digital media grew by 17% in 2024, becoming the fastest-growing segment of the Indian media and entertainment sector at ₹802 billion [5] - Despite the rise of digital media, traditional television still reaches a massive viewer base, with total TV subscriptions at 160 million in 2024 compared to 92 million video OTT users [6] Group 4: Regional Market Opportunities - There is untapped potential in television viewership in regions like Bengal, where TV penetration is at 66%, below the national average of 71% [10] - Regional markets have seen a rise in channels launched in languages like Marathi, Bangla, and Bhojpuri, indicating a promising area for broadcasters [11] Group 5: Niche Channels and Monetization - Launching niche or themed channels allows broadcasters to capture specific audience segments at relatively low incremental content creation costs, especially in regional languages [9] - The Hindi movie genre, despite being crowded, still has room for new entrants due to its high repeat value [12] Group 6: Challenges and Strategic Responses - New channels risk fragmenting audiences and advertising revenue, as brands are shifting budgets to digital channels with sharper targeting [13] - Evolving consumer behavior demands faster innovation and integration of new technologies, which can strain traditional broadcasters [14] - Broadcasters expect new channels to drive more viewers towards television, but face immediate challenges in monetization via advertising [15]