Viacom 18 Media recently announced the launch plans of its new channel in India – ‘SONIC’. SONIC’ aims to be the ‘Sci-fi platform for the Wi-Fi Generation’, who is attitudinally drawn towards thrills, action and edge-of-the-seat excitement. Fast-paced, the channel is exclusively conceived to bridge the gap between the kids and the youth channels.
In this interview Farhatnaz Ansari from AnimationXpress.com spoke to Nina Elavia Jaipuria, Executive Vice President & General Manager – SONIC and Nick India about their latest offering SONIC.
What is the objective behind launching this new channel?
Having worked for many years (in this space) we believe that there is a huge target group between teen, kids and youths. And this is the key audience for our channel. It’s almost like the new young adults. We are particularly targeting this target group because we believe this group is psychologically, graphically and attitudinally very different. We want to call them ‘grownabees’. It’s like they are 13 years old but they almost think like 18 years olds. They are grown ups in terms of their thoughts, their decision, their life style and everything. Technically they are 10-17 years old but want to be adults very fast, want to take their own decisions very fast but because of the age they have parental control. Parents are like bodyguards even today and therefore there is a need to escape, break free and get away from the clutches and this is the attitude of the kids right now.
How do you think your target group is different?
They are very hyperactive, very comparative, and very confident. It’s almost like saying that I’m done with my milk now come on get the coffee on. I’m grown up, I’m a new teen youth. These guys are very experimental, whatever new comes in the market they are first to try, they are early adopters, they are the trendsetters. They actually influence everything.
Today the DNA is technology and gadget thrill. Everything they do whether communication or anything else, it’s about speed, pace and action. Therefore to my mind what they are doing today is trying to look for action and adventure in every platform they possibly can. But I think this TG has been completely neglected.
What kind of programming have you lined up for SONIC?
SONIC really has some action packed shows, action packed stories and it has a whole new digital look. It looks very blue, very energetic, very techno, very metallic, stylized, and futuristic.
It’s predominantly an action channel, so the channel offering is action, adventure and animation. Everyone is doing animation either on TV shows, TV programs, movies and games. Animation is no longer restricted to kids and has something for every age group. And I believe that this offering hasn’t come to India yet and we are the first platform to give animation that status. And the second is that I think there is no other medium better than animation that can deliver superlative action.
Therefore this channel is a Triple A channel which has Action, Adventure and Animation. We’ll have SHAKTIMAAN, we have caught the Indian superhero in an animated avatar, created by BIG Animation and Mukesh Khanna. Then of course you have ‘Kung fu Panda’ (series) and the Po has become a Dragon Warrior. Then we have another innovation that is Jackie Chan and he is coming in an animated avatar for the first time in Jackie Chan fantasia.
We have favourite ‘Pin Pong’ in an animated avatar and we have another soccer show called ‘Super Striker’, its all about a soccer club and competition, challenge. Moving on from animation we have more content on Live Action which will come later in evening- we have a show which is about young adults going out facing physical challenges, mental challenges and competing each other and we also have a ghost story called “Are you Afraid of the Dark”. And we have a block called SONIC Flick where you get usual suspects of old and new movies. So right from Dabangg to Gladiator, Jurassic Park to Ghajini it has all action movies.
The channel will be available on which platforms and in which languages?
The channel will be available on the analog as well as the DTH platform and we are looking to target 40 millions household in the launch phase itself. And there is pioneering piece that we are going to have shows in regional languages as well. Over and above English and Hindi we will have Asian descent languages but not the South Indian ones. First time you will see a lot of animation in Asian conventional language.
Do you have any other strategy to promote this channel?
Because this audience is married to technology and the web, we have a complete online strategy for them on SONICgang.com. The ultimate aim here is to drive the community. So we become the ultimate destination for the young new adults in SONICgang.com. It’s like an engagement of SONIC outside SONIC and if you want to engage action outside SONIC you have comicgang.com.
When will you be launching SONIC?
As Viacom said, we will be launching channel soon in December. So, you see a lot hungama happening in vehicles, radio, outdoor, normal celebration, it’s just the beginning. We just announced the channel last week. So you will start hearing more about the launch. Of course we have the network support so the whole network will be behind the launch. We will have SONIC in action soon. The channel will have 24×7 action, action and more action.
You are not targeting girls?
I’m not sure about targeting, but sometimes it becomes more inclusive and therefore when there is only one television in house you tend to watch what others are watching but I agree its hardcore action and boys will love it but I think girls would watch “Are you Afraid of the Dark”, ‘Kung fu Panda’ and Live action films as well. Boys will take away the action more than girls.
What other deals have you signed?
In animation you will see a whole animation coming your way. Apart from shows we have acquired a lot more in hardcore animation.
Is there anything common between Nickelodeon and SONIC?
No, its been completely differentiated, very apart from each other. One is hardcore kids’ channel that takes you to the imaginary world. And this is all about adventure and action. In my mind the two are different projects and they run on completely different tracks so the train shall never meet.
How did you come up with the name SONIC?
The superSONIC in India is always remembered by speed and sound and brings the image of technology and computer savvy. For me SONIC defines what the channel offers.