MUMBAI: Sony Pictures Network India (SPNI) is going to threaten the dominion of rivals Zee and Star in the regional space now. The network is all set to roll out its Marathi GEC Sony Marathi on 19 August.
The channel’s tagline is ‘Vinuya Atut Nati’, which translates to forming a strong bond. The broadcaster has started running promos informing viewers about the impending launch.
Sony’s current regional bet is Sony Aath (Bengali) a hybrid channel that offers a mix of fiction, cinema as well as locally produced animation programmes. The new channel will be SPNI’s first serious move in the regional entertainment space.
So far, the channel has unveiled three shows Saare Tuzhyach Sathi, Julta Julta Jultay Ki and Hum Bane Tum Bane. Julta Julta Jultay Ki, which will air every Monday-Saturday at 7 pm, is a love story of an odd couple. The existing social norms term it odd because the boy is short and the girl is tall. The couple still fall for each other breaking the social convention of physical aspect.
At the time of Ajay Bhalwankar’s appointment as the business head of the channel, SPNI MD and CEO NP Singh said, “The Marathi content viewers have a growing appetite for local content which resonates with their cultural fabric. By catering to this audience, SPN will expand its regional footprint. Ajay will play a vital role in delivering a channel experience that is relatable yet compelling. With extensive experience and in-depth understanding of the industry, I am confident that under Ajay’s leadership, SPN will make an impressive debut in the Marathi entertainment space.”
Saare Tuzhyach Sathi is another romantic story of an odd couple – a girl who is a boxer and a boy who is a classical singer. The story revolves around their lives which get tangled together in an arranged marriage. The show will air every Monday – Saturday at 8 pm. The show features Harshad Atkari and Gautami Deshpande in lead roles. Hum Bane Tum Bane is a light-hearted comedy revolving around three women (wives and mother-in-law). The show will air every Wednesday–Saturday at 10 pm.
The Marathi GEC market is led by Zee Marathi as well as others like Colors Marathi and Star Pravah. Sony is entering a tough market where channels have already caught the audience pulse.
