After SAB, it's Sony's turn to revamp its look

Starting October 11, Sony Entertainment Television has repackaged its content and look, designed by Australia based design firm Ink Project.

Sony Entertainment Television (Sony), the flagship general entertainment channel from MSM, has revamped its look, thereby reinforcing its vibrant cultural and thematic identity. The result is a refreshed, modern and distinctive new channel. The new look and feel was officially seen by viewers from primetime on Friday, October 11.

It may be recalled that in June this year, its sibling channel SAB TV also underwent a similar repackaging. Sony's new look is designed by an Australia-based design studio, Ink Project.

In the new brand identity spot, Sony stars are captured against a dynamic backdrop of colour and sound. The sparkle frames encircle the human action, creating a bold, fresh look for the channel. Red, blue and green particles converge on a point and sparkle to create the SET brand logo.

The official note from the network explains, 'Sony's new look is traditional and cultured, thus reflecting the smart and contemporary confidence of the channel and its viewers. Embracing red, blue and green as their signature colours, the new look gives a lively and emotional touch.'

NP Singh, COO, MSM, says, "Sony Entertainment Television is a brand which has always challenged itself to define the category through fresh content, appealing characters and powerful storylines, all packaged in a vibrant look. The journey so far has been a well chalked out one, in terms of how we have evolved the brand and as a brand we have always endeavoured to give our viewers what they want to watch, not just what we want them to watch."

Recently, the channel has launched many fiction and non-fiction properties including KBC Season 7, Jee Le Zara, Sanjeev Kapoor Ke Kitchen Khiladi, Desh Ki Beti Nandini and the upcoming shows, Bhoot Aya and Boogie Woogie (a dance talent hunt).

Sneha Rajani, senior EVP and business head, SET, says, "At Sony, we believe that this is the right time to infuse renewed vigour into the brand and reflect an identity which truly articulates our spirit. This revamped look is a celebration of hope and happiness, thus reflecting the inherent ideology of the channel - being proud of our heritage yet living life to the fullest. We anticipate that our new look will only strengthen engagement and connect with our audiences."