MUMBAI: “Digital is the future.” While one has been hearing this on various occasions over the years, it’s only recently that the Indian television industry has started thinking digital.
What started with sports channels putting content on the digital platform has now moved to the Hindi general entertainment channels (GECs) as well. The genre which so far was looking at targeting mostly housewives is now going young, thus making presence on digital even more important.
Taking cue from that, Sony Entertainment Television (SET) is premiering its upcoming mythological show Sankat Mochan Mahabali Hanumaan on Sony Liv mobile app at 12 noon on 4 May, way before its on-air telecast at 8 pm.
The show will present the tale of the mightiest God - Hanumaan from the perspective of Lord Krishna. Born to God Kesari and Anjani Devi, Hanumaan is considered to be the greatest devotee ever born on earth. The show will take viewers on a journey of his beautiful and eventful life right from his childhood from being a devotee of Lord Ram to being the vanquisher of all evil. It will also bring out his qualities and derive morals from his life which are relevant in everyday life. With extremely advanced VFX, the show promises a never-seen-before visual experience.
Sony Liv is aimed at providing entertainment on the go for young India on the move and this new step further reinstates this brand promise. The video on demand (VOD) service has been consistently bringing marquee shows from Sony’s stable to its viewers on devices that they could access anywhere, anytime, including shows like KBC, Indian Idol etc.
Sony Entertainment EVP and digital head Uday Sodhi said, “Sony Liv mobile app is one of the leading entertainment app and it is featured amongst the top apps in the app world. The show offers a perfect blend of untold and popular mythology around Lord Hanumaan in a never seen before format, state-of-the art special effects, immersive visuals and stellar acts and performances. The show will present the tale of the mightiest God from his childhood, in a whole new way.”
Sony Entertainment Television senior vice president marketing Gaurav Seth added, “Our marketing innovations and promos have already created a lot of buzz for the show. Besides the web premiere, the show has also seen some unique digital innovations like live streaming of the Grand Press Conference held at Kingdom of Dreams and an auction of Mahabali Hanumaan's Gada! Looking at the excitement over the internet and social media, we have decided to bring forward the launch and give netizens an exclusive preview of our most awaited show.”
