GECs
Sony-SAB talks not at valuation stage
MUMBAI: Sony Entertainment Television India appears reluctant to pursue the acquisition of SAB TV, belying reports in the media which have indicated otherwise. The talks between the two companies never reached a valuation stage.
“For us, it is still a choice of whether to make or to buy. We are, in fact, questioning the need of a flanking channel itself,” Sony Entertainment Television India chief executive officer Kunal Dasgupta tells indiantelevision.com. Media reports of Sony’s buying into SAB have reasoned that the network is looking for a flanking channel for its flagship SET.
The concept has failed to work in India is Dasgupta’s contention. “Zee Telefilm’s EL TV effort didn’t succeed. Star Utsav has also not caught fire. We will see how the market evolves before deciding on anything,” says Dasgupta.
When asked whether Sony was at an advanced stage of discussions with SAB, Dasgupta says: “We haven’t reached the stage where we have done an internal valuation of the company.”
For Dasgupta, the priority this year is to get Sony TV to some position of dominance. “Advertising on re-run channels is going to be poor. In matured TV markets, such channels are mainly subscription-driven. When you pay for what you watch, that’s the time to launch a flanking channel,” said Dasgupta.
With Zee and Star having plans in the southern regional language market, what would be Sony’s strategy? “We will plan when we feel that the market is right. There are no movies available for acquisition in these markets. There are also too many players. We will have to wait for consolidation,” says Dasgupta.
Is Sony prepared to buy out any existing players? “We do not want to buy early and spend too much money. We will wait for the right time and decide what we are to do,” he says.
The immediate focus is not to get a flanking channel or move into the regional language markets, but to get Sony TV up. “Getting channels for other audiences are long term plans. There is no point in creating more vessels to lose money,” says Dasgupta.
Isn’t Sony TV slipping in audiences after having climbed up the rating charts in the first half of the year? “In metros, we are actually doing better. Our programme positioning being youthful and aspirational.”
How will the launch of StarOne affect Sony TV, particularly as it is aimed at the younger aspirational audiences? “They may end up cannibalising their own audiences,” is all Dasgupta is willing to offer.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
