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Sony Marathi banks on fiction to be market leader
MUMBAI: Regional is the hot new space for broadcasters and they have taken big bets on vernacular languages to garner higher ratings. Sony Pictures Network India (SPNI), which already has its presence in the Bengali space, saw the potential in Marathi market and made a move to launch its channel on 19 August 2018.
The channel launched nine fiction shows and two non-fiction shows during its launch and now, the channel is adding yet another non-fiction show, Super Dancer Maharashtra, produced by frames production house in its bouquet. The channel claims to focus on fiction while non-fiction will also have a steady offering. Sony Marathi business head Ajay Bhalwankar said, “Sony as a cluster, is known for our non-fiction shows and for us, fiction will matter but non-fiction will also have a steady offering from us.”
The channel claims to have surpassed the established biggie in the market which is Star Pravah, bagging 30 GRPs with 21 per cent reach in the Maharashtra-Goa Urban 15+ market. “Nobody has opened as big as in the first week itself, we are ahead of the already established players like Star Pravah,” said Bhalwankar.
When asked about the challenges that Sony Marathi is facing in the already cluttered market, he pointed out that there were many but one was to figure out what kind of channel was needed as Marathi is a matured market since 20 years. “So our first and foremost position was to get a position ourselves, to create a space for ourselves in this market. Sony Marathi was the first serious launch of the regional channel, as we don’t have regional channels apart from Sony Aath which was more of acquisition and more of films and dubbed content. But our Marathi bouquet will be a full-fledged original content that we are making so that was the other challenge that we had of how we approach the regional channel and offering.”
Talking about Sony Marathi’s flagship shows so far, Bhalwankar said that it’s too early to analyse which shows are working well. He said that people are sampling their liking. People are watching throughout the day, during its primetime and also on Sundays. “The approach for us is to grow brick by brick, so our first step has been formidable and we are looking at how slowly and steadily we will grow. Going forward, we have exciting content for fiction. People have reacted positively for fiction, whereas in non-fiction we have got some big properties,” he said.
The Marathi segment, especially the GECs and the movies, have been garnering a great traction from advertisers. According to the reports, after Tamil and Telegu, advertisers are now banking on this segment, which contributes 4 per cent (Rs 800-1,000 crore) to the overall TV revenue and industry experts estimate that the top-line to grow by 10-15 per cent.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
