Gaurav Banerjee takes the helm at SPNI as Managing Director & CEO

Sony Pictures Networks India (SPNI) begins a new chapter with Gaurav Banerjee assuming the position of Managing Director and CEO. Banerjee officially stepped into the role on Monday, marking the start of a new era of leadership for the network.

SPNI posted on social media stating, “We welcome Gaurav Banerjee as our new MD & CEO, at Sony Pictures Networks India. With his vision to propel SPNI’s legacy forward and set new benchmarks in the industry, SPNI will continue in its endeavour of execution excellence.”

With Banerjee stepping in as the new CEO of SPNI, the network is expected to navigate its way out of challenging times and boost the ratings of its flagship Hindi general entertainment channel, SET India.

Banerjee’s extensive experience at Star India (now Disney Star), particularly his expertise in content strategy has earned him a strong reputation in the industry. Now, he is expected to elevate Culver Max Entertainment (CMEPL) by enhancing content quality across both linear and digital platforms.

Industry insiders are optimistic about Banerjee’s leadership at Sony, with some anticipating a revival in the ratings of certain channels. A senior official close to the development, who requested anonymity, shared that the network is highly optimistic about Banerjee’s appointment and looks forward to witnessing improved content under his guidance.

“The mood in the company is good. N P Singh’s exit has been accepted gracefully as it was already anticipated. The new CEO is the master of content so there is a lot of hope that he will change the way things are. Better content will lead to better ratings too,” said the official.

“Sony has been strong in the non-fiction space compared to fiction. Since Banerjee’s expertise is fictional shows, his coming to Sony will benefit the network on the fiction side, which has not been its strong forte”, said another senior industry observer.

This year has been a crucial one for Sony, marked by the termination of its merger deal with Zee, a series of legal battles, the resignation of longtime leader N P Singh and now the appointment of Banerjee as CEO.

Banerjee faces several challenges ahead, including navigating the aftermath of the failed merger with Zee, intensifying competition in the OTT space and boosting both linear viewership and regional visibility.

During his tenure at Star India, Banerjee was instrumental in launching chart-topping shows across both linear TV and digital platforms. As Head of the Hindi Content Studio, he introduced a slate of shows that consistently ranked among the top 10 in their category.

Regional content has been a particular strength of Banerjee’s. He expanded Star’s presence in Bengal and Maharashtra with channels like Star Jalsha and Star Pravah, with the former quickly becoming India’s leading Bengali-language channel. One of his most notable successes is the TV series Anupama, which has been running successfully for four years. Released under Banerjee’s leadership at Disney Star in 2020, Anupama quickly became the top-rated show in the Hindi GEC Urban category despite a slight dip in TRP as of May. The show remains a leader across Hindi GEC with 2.3 points.

Other successful shows under his belt include Ghum Hai Kisi Ke Pyaar Mein and Imlie. His contributions to Disney+ Hotstar’s original programming include hits like the Emmy-nominated Aarya, Special Ops, The Freelancer and The Night Manager. Appointed Head of Content Strategy at Star Plus in 2009, Banerjee played a crucial role in the success of shows like Diya Aur Baati Hum and Sasural Genda Phool which helped Star Plus reclaim its leadership position in 2010. He is also credited with the successful show P.O.W.- Bandi Yudh Ke, a Hindi adaptation of an Israeli series.

Now, the question remains—will Banerjee’s expertise work wonders for Sony? According to BARC data for week 25, Sony’s SET channel does not feature in the top ten list, though Sony SAB has secured the fifth position.

Sony Entertainment Television (SET) has experienced a noticeable decline in recent years with its GRPs falling from 90-100 to approximately 70. This drop has been attributed to several factors including the saturation of reality shows, a lack of innovation in programming and the increasing preference for on-demand streaming platforms over traditional television.

Despite having popular reality shows like Kaun Banega Crorepati and Indian Idol, Sony TV’s non-fiction programming has struggled to maintain its audience. The growing shift of viewers towards digital platforms such as YouTube has further impacted Sony TV’s viewership.

This is where Banerjee’s expertise across Hindi and English Movies, Kids & Infotainment, and Regional (East) content is expected to make a difference. As General Manager in 2013, Banerjee propelled Star Plus to industry leadership with hit shows like Mahabharat and Yeh Hai Mohabbatein. By 2015, he was leading the Content Studio, where he revitalised storytelling for Star Plus and Star Bharat while also enriching Disney+ Hotstar’s library with critically acclaimed content, including Hotstar Specials. BW Marketing World