Sony PIX MRP Presentation 16 th July 2013 Confidential 1 English - - PowerPoint PPT Presentation

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Sony PIX MRP Presentation 16 th July 2013 Confidential 1 English - - PowerPoint PPT Presentation

Aug 14, 2023 232 likes •430 views

Sony PIX MRP Presentation 16 th July 2013 Confidential 1 English Movie Channels Dominate the Category HEALTH AND LIFESTYLE * English News 5% 7% ENGLISH ENTERTAINMENT 9% 46% ENGLISH MOVIE CHANNELS INFOTAINMENT * 33% * Includes

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SLIDE 1

Sony PIX

MRP Presentation 16th July 2013

Confidential 1

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46%

33% 9% 7% 5%

English Movie Channels Dominate the Category

ENGLISH MOVIE CHANNELS

INFOTAINMENT* ENGLISH ENTERTAINMENT HEALTH AND LIFESTYLE* English News * Includes multi-lingual feed viewership

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Post Digitisation: Stupendous positives for English Movie Channels

  • Sharp increase in English Movie genre Share post DAS II%
  • English Movie genre has emerged as the Biggest gainer post Digitisation.
  • Importantly, this increase has been driven by both Reach and Time-spent

TAM data, All India 1mn+, Pre DAS: wk 31 to wk 43 2012, DAS I : wk 44 2012 to wk 18 2013, DAS II : wk 19 to wk 26 2013, CS AB 15-44 yrs

Confidential 3

30% 19% 12% 5% 2%

0% 5% 10% 15% 20% 25% 30% 35%

Eng Mov Eng Ent Infotainment Lifestyle Music

TOP 5 Genre Growth Post digitisation % Growth

32.1 34.0 50.0 74.9

0.5 1 1.5 2 2.5 3 0.0 20.0 40.0 60.0 80.0

Pre DAS DAS II

EMC Growth

Reach% TSV Share

Reach%, Time Spent

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Studio Channel Relationships

Update

Confidential 4

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Channel Studio Output Deal

Confidential 5

1st

2nd

*

Lib

All Channels

3rd Output

All Channels

* No formal word from Disney but seems the most likely outcome

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PIX Plan Update

Confidential 6

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Recap of our Strategic Objectives

7 Confidential

Place Sony Pix in the top 2 channels for the category

  • Strengthening content offering
  • Sharpening scheduling - optimising

exhibitions and repeats

  • Being in the top of mind for viewers

Change perception – currently perceived as a home of classics

  • Amplify the proposition of “Premieres”
  • Occupy youth spaces – social media and
  • n-ground to be relevant

Break the clutter – look and feel different

  • Review positioning – differentiate beyond

Hollywood

  • Disruptive consumer engagement

What How

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  • 1. Place PIX at #2 Position
  • Strengthening content offering

– MGM 1st Output (20 Titles) – Package Deals (Paramount, Multivision) – On going: Paramount (Indiana Jones), Multivision (Expendables 2)

  • Sharpening Scheduling

– Consumer Driven and Analytical Approach – Have managed to beat competition with lesser quality titles

  • Being in the top of mind for viewers

– 360 Degree Blitzkrieg campaigns for MIB 3 and TAS – Positive rub-off on channel viewership in general – Following it up with Hobbit & Skyfall

Confidential 8

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Strengthening the Content Offering

  • Paramount

– Strong existing relationship with 3 library deals so far. – First output with HBO, only library packages with others. – First right of refusal with Viacom for 2nd output.(New channel launch) – Best bet towards an output relationship s.t. Viacom18’s Biz Plans

  • WB:

– Can be explored for a 3rd output association- Currently dealing only with Movies Now outside of HBO & WB

  • MGM

– 1st Output and Skyfall + Bond Franchise

  • Disney

– 2nd Output discussions have reportedly been closed with Zee Studio – Possibility of 1st/ 3rd Output discussions next year.

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Also, in active pursuit of quality titles with Local aggregators & Other Studios

  • Expendables 2 (Multivision)
  • Hunger Games 2 (Lionsgate/Morris Street)
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PIX at #2 in the Viewership Game

Source: TAM Data, All India 1mn+, CS AB 15-44 Wk 19 to Wk 26

0.1 0.2 0.3 0.4 0.5 0.6 0.7 Z Trendz Discovery Turbo Comedy Central Discovery Tamil Nat Geo Wild Discovery Science Mgm Channel Star Movies Action Star World Axn Foodfood Fashiontv Sonic Nick Fox Traveller Tlc History TV18 Z Studio Animal Planet Wb NGC Movies Now HBO Discovery Sony Pix Star Movies

PIX #2

Multi-lingual channels

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PIX on a high growth Trajectory

Confidential 11

9.6 22.3 10.7 26.1 11.3 24.8 13.1 33.0

Reach TSV

PIX : Steady Growth

Q2 FY 13 Q3 FY 13 Q4 FY 13 Q1 FY 14 (%) (mins)

Source: TAM TG: CS 15-44 AB wk 1 – wk 26 Market: All India 1 Mn+

5 10 15 20 25 Jan Feb March April May June

PIX beating Competition

PIX HBO Movies Now Star Movies

GRP

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  • 2. Changing Channel perception

Confidential 12

Source: TAM TG: CS 15-44 AB Market: All India 1 MN+

77 13 17 10 20 30 40 50 60 70 80 90 MIB3 TAS The Avengers Brave The Grey MI-4 Journey 2

Print Spends (in Rs lacs)

42.5 25 6 3.5 5 10 15 20 25 30 35 40 45 MIB3 TAS The Avengers Brave The Grey MI-4 Journey 2

Reach%- Television

  • Men in Black 3 and The Amazing Spiderman have had the BIGGEST Premier

campaigns in the category

  • Multimedia Blitzkrieg : Home Channel, MSM Network, Paid TV activity, Print,

Massive Online campaign

  • Stepped up Social Media presence through disruptive engagement
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Top Premieres of 2013

Source: TAM All India , TG: CS 15-44 AB Period: Wk 1, 13 to Wk 26,13

0.56 0.49 0.47 0.3 0.29 0.24

TVR %

The Amazing Spiderman # 1 Premiere of the year 2013

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Top Premieres Since 2008

Source: TAM, All India, TG: CS 15-44 AB Period: Wk1, 08 , 13 to Wk 26,13

3 from Top 5 are from PIX

0.68 0.63 0.59 0.56 0.49

Slumdog Millionaire Spiderman - 3 Avataar TAS MIB 3

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Way Forward

PIX Plans Viewership Projections

Confidential 15

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Way Forward – PIX Plans

  • PIX HD Feed to be launched in FY 15 as a substantial

simulcast channel with separate advertising and subscription revenues

  • Opportunistically pursue additional sources of supply,

preferably lock up a large studio should an opportunity arise (Currently not built in the plan)

  • New Positioning (Planned Transition in Oct’13)

– Extensive exercise with the Creative agency and Consumers in progress.

  • Channel Packaging Change :Oct’13

Confidential 16

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Way Forward - Key Assumptions

  • Category

– Strong growth with DAS implementation expected

  • Star Movies

– Remain the strongest player in the category but with narrower margin

  • Star Movies Action

– Expected to grow sharply and cannibalise from all players

  • WB and Zee Studio

– To see a short term surge due to DAS

  • Sony PIX

– Renewals for SPE 1st Output (2017) & MGM 1st Output (2016)

Confidential 17

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Way Forward - Projections

PROJECTIONS FOR SONY PIX – All India 1Mn+

FY 13 FY 14 FY 15 FY 16 FY 17 Share% 14.5 16.3 18.1 18.1 18.2 GRP 8.3 11.8 14.3 15.3 16.3 Reach% 10.4 14.3 15.4 16.9 17.5 TSV 24.0 28.0 31.8 33.9 36.3

PROJECTIONS FOR EMC Category – All India 1Mn+

FY 13 FY 14 FY 15 FY 16 FY 17 GRP 56.9 74.8 82.4 87.7 93.4 Reach % 31.7 37.9 39.9 41.4 42.9 TSV 54.1 61.2 65.1 67.1 69.2