In response to the nationwide lockdown undertaken to contain the widespread impact of the COVID-19 pandemic, Sony Pictures Networks India (SPN), has announced a contribution of Rs. 100 million to support the daily wage workers in the Media & Entertainment (M&E) industry. With the entire media ecosystem including all television, cinema shows and films production coming to a halt since 20 March, the M&E industry is grappling with mass unemployment. It has especially impacted the sustenance of the daily wage earners from production crews involving a gamut of people like artists, camera men, spot boys, light boys and their dependent families. SPN is reaching out to almost 50,000 daily wage earners identified by their respective trade associations with free coupons which they and their families can exchange for their daily necessities like food and essential items at select retail stores. SPN is also working with its various commissioned production houses to pay a month’s salary to each of the daily wage earners working on shows on the network. This initiative will be activated in conjunction with the producers of the respective shows. Comments Sony Pictures Networks India (SPN) managing director and CEO N.P. Singh on this initiative, “In light of the global pandemic, we are witnessing large communities across the world coming together to tide over the crisis. These unprecedented times have had a cascading impact on the media and entertainment industry, which employs a huge number of daily wage workers. As a conscientious conglomerate, it is our responsibility to direct efforts towards ensuring aid reaches our primary beneficiaries who have contributed to the success of the network. Besides this initiative, we are also providing coupons to the migrant workers from this daily wage workforce, which they can trade off at certain retail outlets for groceries and essential supplies. We will leverage every opportunity to help our country at large to get through trying times like these.” Additionally, SPN has also contributed Rs. 10 million to the ‘Swades COVID Fund’, set up by the Swades Foundation. Founded by Zarina and Ronnie Screwvala, the foundation is providing authorities of Mumbai, Raigad and Nashik districts, medical equipment and consumables, procured under their direction for their fight against the COVID-19 pandemic. Also, in Mumbai, the foundation is supporting infrastructure, healthcare staff, volunteers and consumables in identified government & private hospitals. Besides that, in unanimous support with the industry, the network has waived off tariff for channel Sony PAL on all DTH and cable networks to its viewers for a period of two months, to provide wholesome entertainment and invigorating content to people who are restricted to their homes, and help provide relief during the period of lockdown. Several channels in the network including Sony Entertainment Television, Sony SAB, Sony Pictures Sports Network, Sony Marathi and Sony YAY! have created PSAs. Additionally, advertising inventory across SPN is being extensively used to promote public service messaging.