SonyLIV, as you already know is a streaming platform like Netflix or Amazon Prime, and it’s owned by Sony Pictures Networks India. To make money and keep the service running, SonyLIV has two main ways: one is by people paying for subscriptions, like a monthly fee, and the other is by showing ads, like on TV.
The COVID-19 pandemic actually helped them a lot because more people started using their service. As they got bigger, they realized they didn’t have to choose between showing ads and having subscriptions. They can do both, just like TV channels do.
Ranjana Mangla, head of the ads on SonyLIV says they have a clear plan. Some of the content is meant for people who want to pay for it (premium), like really good stuff. But there are also shows that are like regular TV, where you can catch up on what you missed. These kinds of shows are great for companies that want to advertise because it’s hard to get people’s attention with so much stuff to watch.
Mangla also said that since June 2020, SonyLIV has improved a lot. They made things look better and added more premium shows. Now, even the reality TV shows have sponsors. Not just regular TV, but also online streaming (OTT) sponsors. For example, the popular show “Kaun Banega Crorepati” had companies like Acko and Vimal as sponsors, and even banks and electronic retailers got involved. When they showed the 19th Asian Games, brands like Eatfit, JSW, Maruti Suzuki, Acko, and Limca Sportz joined in.
SonyLIV has a big audience, especially for new kinds of car and bank brands. They’re excited because a lot of people watch streaming shows. SonyLIV also lets sponsors show their stuff during the first episode of new shows, and they’re thinking about putting brands into the stories of the shows.
But what about the placement of the ads? SonyLIV has terrible ad management that worsens during live sports. They usually show while some live sports is streaming and people simply miss what happened during that. There have been infinite complains about the same. Let’s hope SonyLIV also pays some attention to that.
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