Why is Sony TV seeing a drop in viewership?

Sony Entertainment Television (SET), which has stayed among the top league of broadcasters in the country for several years, seems to have hit a rough patch lately. The channel has witnessed a significant drop in the viewership numbers in the recent times. SET, which used to operate between 90 and 100 GRPs until three years ago, is now operating at 70 GRPs, say industry experts. According to them, the decline in numbers can be attributed to several factors, including dwindling viewership of non-fiction shows across Hindi GECs. Adding to the trouble is the audience shift towards digital platforms, which is taking away a major chunk of the viewership, say the experts.

As perthe Broadcast Audience Research Council (BARC) India’s Week 1 2024 data, the top 10 channels (All India 2+) were Star Plus, Dangal, Sun TV, Star Maa, Colors, Goldmines, Sony SAB, Star Pravah, Zee Telugu, and Star Vijay. In HSM (U+R NCCS All 2+), the top five channels were Dangal, Star Plus, Colors, Goldmines and Sony SAB. Sony TV did not feature in any of these lists. In the same week, in the Delhi market (2+), Sony TV did feature among the top channels, ranking fifth with 77.36 weekly Average Minute Audience (AMA). However, in Week 2, the viewership further declined in Delhi market (2+), to 65.48 weekly AMA. In this week again, the channel was missing from the list of top 10 all-India channels in mega cities.

As per the latest BARC data for Week 17, the channel did not rank among top 10 in All India 2+. SET also did not figure among the top five channels of HSM (U+R) NCCS All 2+. This list had Star Sports 1 Hindi, Dangal, Star Plus, Sony SAB, and Star Pravah. The Delhi market, where the channel was among the top five in the first few weeks, was missing in Weeks 16 and 17.

As per the data sourced by exchange4media for Weeks 11 and 12 for the HSM Urban market, the channel ranked sixth with 56.29 GRPs in Week 12 as compared to 59.41 AMA.

Non-fiction not performing
The saturation of the market for reality shows has reached a critical point, posing challenges for broadcasters. Lack of innovation in the genre and replication of similar formats has led to a sense of monotony, posing challenges for the broadcasters to pull in the audience.

“Sony TV relies heavily on reality shows more than any other broadcaster. However, currently, many of these reality shows are not performing well. Hence, there is decline in viewership,” said a senior media planner on the condition of anonymity.

He further added, “This trend is indicative of a larger shift in audience behaviour, where appointment viewing, once popular for TV shows, is diminishing. The convenience and flexibility offered by OTT platforms are lacking in traditional television viewing. As a result, viewers are increasingly turning to on-demand streaming services rather than adhering to fixed broadcast schedules.”

According to industry experts, viewers are experiencing fatigue and disengagement and are seeking alternative forms of entertainment such as scripted series and on-demand streaming. As the cycle of oversaturation continues, broadcasters face the pressing need to innovate and diversify content to retain audience interest and relevance.

Currently, SET is airing Madness Machayenge India Ko Hasayenge in the non-fiction category and shows like Srimad Ramayan, Kuch Reet Jagat Ki Aaise Hai, Mehndi Wala Ghar, Dabangii: Mulgii Aayi Re Aayi, Kavya – Ek Jazbaa, Ek Junoon and Crime Patrol 48 Hours in the fiction space. The channel owns reality shows such as KBC, Indian Idol, India’s Best Dancer, India’s Got Talent, Jhalak Dikhla Ja, among others. Their popular comedy programme, The Kapil Sharma Show, is no longer airing on the network.

“Sony TV used to garner major GRPs on weekends, as they were strong in the non-fiction space. But now, it’s not really working—not just for Sony TV, but across GECs,” said a senior broadcaster. He also highlighted that the reality shows on other channels are also facing similar challenges due to lack of innovations.

Since the channel is experiencing a significant drop in viewership, it has begun to affect ad revenues. “Viewership is directly connected to ad revenue. If viewership is rising, ad revenue will go up, and vice versa. Though it’s difficult to give an actual figure right now, the drop is significant,” said a media planner who wished to remain anonymous.

Viewership shift to digital platform
Another challenge that SET, and the entire broadcast industry, is facing is the shift of viewership towards digital platforms. According to industry experts, there is a significant migration of viewers from TV to YouTube, not just OTT platforms.

While many perceive OTT as competitors, YouTube emerges as the elephant in the room. It hosts a plethora of old television content, dubbed content, and exclusive offerings. “TV channel viewership is being gradually eroded by the digital platform,” said another senior broadcaster.

He also mentioned that SET’s entire content is available on YouTube which could be another reason for the decline in viewership.

I would say that TV show viewership is not declining, but TV channels are. The shows are being watched on several digital channels, leading to a drop in viewership on TV channels.”

New management
Last May, Sony Pictures Networks India (SPNI) implemented strategic leadership changes to “align with its future vision”. Danish Khan, formerly heading SET, assumed the role of business head for SonyLIV and Studio NEXT. Concurrently, Neeraj Vyas assumed leadership of the network’s Hindi language entertainment as business head for SET, SAB, PAL, and Hindi Movies.

Industry experts suggest that alongside other factors, the change in management has impacted the channel’s viewership to some extent.

e4m reached out to Sony for their response on the story, but the channel refused to participate. Pitchonnet