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Sony India Eyes South: A New Growth Frontier
17 Jan
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 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.
