New Channel Coming with innovative concept: "SONIC" new channel by Viacom 18

Few days back, Viacom 18 has announced that it is going to launch new channel “Sonic” in India, it will be launching in mid-December 2011, and it can say that such channel is not available in India yet.  New Sonic channel is coming with strong content, innovative concept where viewers feel real enjoy as well as entertainment.

Brief “Sonic”:- Sonic will be targeting to 10-17 years age group young adult who loves action, animations. As well, today’s young adults prefer more actions where they feel excitement, becoming more enthusiasm even though; they are playing many kind of action games on their computer as well as they are demanding solid sound, high graphics & actions during playing. “Sonic” channel will be covering 80% animation content in programming show as well as all shows will be broadcasting in four language including Hindi. So, Sonic will broadcasting action-animation shows to young adult in Hindi market.

At present, there are few cartoons channels are available in India especially for kids below 10 years which are like Pogo, cartoon network, Nick, Disney channel, Hungama. But, Sonic will be very different channel that will be filling the mid-gap.

This will be fifth channel for Viacom 18 after Colors which is broad casting in GEC segment. Since Colors channel launching, Colors channel is getting huge response, good feedback and reached to 2^nd rank after Star plus. It has been also touched to first rank as well as today’s Colors, Star plus & Sony Entertainment are became strong rivals with each other.

Viacom 18 is a basically joint venture between Viacom Inc. and Network 18 group. Viacom 18 has brands Colors channel, Mtv channel, Nick channel & VH 1. Now, Sonic will be coming soon in Indian market.

Target: - Sonic Channel is targeting 10-17 years young adult.

Channel base: - Action, Adventure & Animation program

Tagline of Sonic: - Thrill. Guts. Glory.

On Air Show: -  Sonic will coming with on air shows like 'Shaktimaan', 'Kung Fu Panda-The Legend of Awesomeness', 'Jackie Chan Fantasia', 'Kong', 'Power Rangers' and 'Supastrikas'. Live action shows and blockbuster films will complete Sonics’ content lineup.

Purpose & Strategy:- In order to coming with new innovation, filling gap, after getting good response from Colors channel, aim for expansion with strong content that can build up corporate image too. It will be beneficial for both viewers & advertisers. Advertisers can promote brands as per target market or related to young-adult group.

ATL & BTL activities will start soon in order to generate awareness about channel. The most important thing is that online marketing / social media networking will be best medium to get aware about “Sonic” channel.

Right now, we can not say surely about its success but it has definitely chance to get success due to innovative concept & strong content.

Let’s see…