What is Sony Pictures Networks India's new strategy for South India?

SPNI is expanding its operations in South India to fill a portfolio gap and adopt a content-first, platform-agnostic approach.

Who is leading Sony India's regional expansion into the South?

Rajaraman Sundaram, who joined SPNI from Disney Star, has been appointed to lead the expansion into the South Indian market.

Why is SPNI expanding into South India now?

SPNI is expanding to address a long-standing gap in its portfolio and capitalize on the resilience of linear television in the region.

Home / Business and Economy / Sony India Eyes South: A New Growth Frontier

Sony India Eyes South: A New Growth Frontier

17 Jan

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Summary

SPNI is expanding into South India to fill a portfolio gap.
The company aims for a content-first, platform-agnostic approach.
Rajaraman Sundaram will lead the new regional expansion efforts.

Sony India Eyes South: A New Growth Frontier

Sony Pictures Networks India (SPNI) is embarking on a significant strategic recalibration, focusing on expanding its footprint into the South Indian market. This expansion addresses a long-standing vacuum in SPNI's portfolio and comes at a time when linear television in South India remains resilient, despite challenges in Hindi general entertainment channels from over-the-top platforms.

The company is also redefining its operating model, aiming to become a content-first, platform-agnostic, and multilingual entertainment business. This revised structure emphasizes closer integration of TV and digital operations, with content clusters taking end-to-end responsibility across platforms for strategy, programming, and marketing.

This strategic shift follows SPNI's unsuccessful merger attempt with Zee Entertainment. Rajaraman Sundaram, who joined from Disney Star, has been appointed to spearhead the regional expansion in the South, marking a new chapter for SPNI's growth in India.