Factual
Why OTT only is proving to be a boon for SonyLiv’s Shark Tank S04
MUMBAI: There’s been some sort of negative noise around Sony Pictures Network India’s decision to stream Shark Tank India only on SonyLiv and take it off television completely Some chatter on the internet has it that the program had a reach of 700 million in its previous season. (700 million wow!; Sony you should have charged your clients a helluva lot more).
Taking it off television has meant a loss of eyeballs for advertisers who are paying more, is what the doomsayers are alleging. And in the process a loss of sales for some who are coming on the show pitching the sharks for investment. As well as for sponsors and advertisers on the show.
Great arguments! The rebuttal is that not even the IPL gets 700 million eyeballs over an entire season; and that’s for India’s favourite past time – cricket. Then a recently-concluded much bigger show Bigg Boss (to which Shark Tank can be compared even after stretching one’s imagination to breaking point) managed just 200-odd million eyeballs over an entire season. That too after showcasing round-the-clock-behind-the-scenes action in the Big Boss house.
Sony Entertainment TV, would be around 35 million subs or homes for the whole channel. Which basically with average 4 viewers per home, the reach would be 140 million. Shark Tank may get about about 20 per cent of all these viewers on TV giving us approximately 28 million viewers.
So this 700 million TV viewer is not just an exaggeration, but a massive overestimation.
With 33 million subs (each sub will have at least two or three viewers) – B2c and B2B2C (telco bundling) and the free content window (AVOD); most of the TV viewers have now shifted to OTT. Thus, SonyLiv is now on course to hit close to 100 million viewers for Season 4 of the show.
Now is it a right decision to have a SonyLiv exclusive?
SonyLiv also had the following figures made public for season four.
“SonyLiv’s Shark Tank India 4 has redefined the entertainment landscape, breaking records since its exclusive OTT launch on 6 January 2025. The season has seen a remarkable 40 per cent surge in connected TV (CTV) viewership and 22 per cent more users tuning in to watch as compared to the previous season. Additionally, the platform has witnessed a 27 per cent increase in engagement as compared to season 3, indicating how bold pitches, unique ideas, and innovation have captivated millions of viewers.
One of the standout successes of this season has been the incredible 100 per cent user growth in 42 Tier 2 markets, demonstrating the show’s deep connection with aspiring entrepreneurs and viewers from small towns, creating significant impact. The platforms’ exclusive streaming model has proven to be a game-changer, amplifying the reach and engagement of the show across the nation. Shark Tank India 4 continues to inspire, empower, and elevate entrepreneurs, bringing groundbreaking business ideas to the forefront.”
DUBLIN: Ireland is betting big on reality television. In a move that has Hollywood scouts scrambling for their passports, Dublin has unveiled Europe’s first tax credit dedicated solely to unscripted programming—think The Traitors rather than Game of Thrones.
The scheme offers producers a juicy 20 per cent rebate on qualifying expenditure, capped at €15 million ($17.5 million) per project. It’s a cultural credit with strings attached: programmes must pass a test proving they genuinely promote Irish and European culture. No word yet on whether Love Island derivatives need apply.
Ireland tánaiste and minister for finance Simon Harris says the incentive will cement Ireland’s reputation as a “centre of excellence” for audiovisual production. His colleague, minister for culture, communications and sport Patrick O’Donovan, insists Ireland has “the talent, creativity and production expertise to lead” in unscripted television. Bold claims for a nation that has spent decades exporting scripted drama.
The timing is canny. Unscripted production costs have soared globally, making Ireland’s existing infrastructure—and now its tax breaks—increasingly attractive. Fox Entertainment Studios already churns out shows like Beat Shazam and The Floor from Irish studios. Whether these American productions will pass the cultural test remains to be seen.
Producers must secure an interim cultural certificate before filming begins, allowing them to claim credits during production rather than waiting until wrap. A final certificate follows completion. The European Commission has blessed the scheme through December 2028.
Minimum thresholds apply: productions must cost at least €250,000, with eligible expenditure above €125,000. Only one season per project can claim relief in any 12-month period, though producers can juggle multiple projects.
Britain, take note. The UK industry has clamoured for similar support for 18 months, but Westminster has dithered. India’s ministry of information and broadcasting pay heed. Its incentive scheme for co-productions excludes unscripted television. To what end, no one knows! Ireland, meanwhile, is already rolling out the red carpet—or should that be green?
The message from Dublin is clear: when it comes to backing reality TV, Ireland isn’t messing about. Lights, camera, tax action.
