Sony Entertainment Television(SET) is planning to launch a sub brand SET Originals by the end of 2017 as per the recent Media report published ICICI Securities.

SET Originals will focus on premium audience featuring premium content such as concerts, finite series and home-grown shows. The sub-brand will go on air with the launch of its high value project PrithviVallab. The sub-brand will showcase shows with high production value and unexplored subjects  aspiring Producers and Content Creators with new grammar of storytelling on television.

Sony, in the coming months, is planning to launch a number of new shows. Its pipeline includes big-budget shows like PrithviVallab, Porus; Hassil featuring Bollywood actor Zayed Khan and EkDiwanaTha.

The content of SET Originals will be different the Originals of digital platform Sony LIV.

Danish Khan, EVP & Business Head of Sony Entertainment Television, said, “We wanted to create a sub-brand of Sony where we would put out premiere content. The plan is to work with some assorted, talented people and come up with shows that are finite. It’s a brand which will have stories and production values that have never been seen before on Indian television.” This is possible only if content is produced in advance and that’s exactly what they plan to do. The shows will be made like films, wherein the entire thing is completed and only then it goes on air. You write, produce and then launch it. We are targeting an absolutely premium set of audience across India”.

“We believe in pushing the envelope and taking that step ahead, both in terms of story-telling and production values. Even Sony, as a channel, has always tried to be experimental and unconventional in its choice of shows” he added. – TV News4U