New channel Sonic work for Viacom18?

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Viacom 18 Media targets India’s new young adult ,to launch action channel Sonic

Mumbai: Viacom 18 Media Pvt. Ltd. today announced the launch plans of its new channel in India – ‘SONIC’. Launching in December 2011, ‘SONIC’ aims to be the ‘Sci-fi platform for the Wi-Fi Generation’, who is attitudinally drawn towards thrills, action and edge-of-the-seat excitement. Fast-paced, the channel is exclusively conceived to bridge the gap between the kids and the youth channels. The channel will launch in India with multi-lingual feeds. The announcement was made by Nina Elavia Jaipuria, Executive Vice President & General Manager – SONIC and Nick India.

After COLORS, MTV, Nick and Vh1, ‘SONIC’ is Viacom18’s 5th channel in India and further strengthens its position in the Indian entertainment domain. Targeted at India’s new young adult, SONIC will offer the 10-17 year olds doses of Action, Adventure and Animation, 24x7. Animation has come of age in the west and is widely consumed by non-kids TG through television shows, movies and console gaming. SONIC aims to deliver superlative action that can only be delivered through the alternative world of animation. Live action shows and blockbuster films will complete SONIC’s content lineup.

Bob Bakish, President & CEO - Viacom International Media Networks, said, "The launch of Sonic is significant in many ways. Not only does it further expand the Viacom18 Network in India but it also opens up an interesting category for both viewers and advertisers. With the launch of Sonic, the Viacom18 Network can now take pride in being the only entertainment network in India that has specific brands to entertain viewers across every possible age segment from 2 years onwards."

Commenting on the launch, Haresh Chawla, Group CEO - Viacom18 said, “Over the last 4 years, Viacom18 has grown 12-folds to be amongst the fastest growing entertainment groups in India. The launch of ‘SONIC’ further expands Viacom18’s presence in a demographic bracket that has remained un-tapped, but is probably the biggest influencer on family purchase decisions. Like our other businesses, we are confident of ‘SONIC’ establishing a dominating presence within the first year of its operations.” He further added, “The next 12 months will see Viacom18 in an expansion mode and the launch of ‘Sonic’ is the first step in that direction.”

Talking about ‘SONIC’, Nina Elavia Jaipuria, Executive Vice President & General Manager – SONIC and Nick India, said, “Loaded with shows across a diverse genre, SONIC will target the urban, hyperactive, new young adult in a manner that’s innovative, engaging and most importantly, interactive. While ‘innovation’ will be the key driver for SONIC’s content, we plan to unleash interactivity through never-seen-before digital initiatives.” Nina further added, “The 10-17 year olds are today’s key influencers, and in many categories, decision makers in the households. We’re therefore confident of SONIC resonating well with brands who want to reach out to this ‘young’ but very ‘influential’ TG.”

With the tagline ‘Thrills. Guts. Glory.’, SONIC will engage and interact with the urban, hyperactive ‘new young adult’ through its diverse genres of shows like Shaktimaan, Kung Fu Panda-The Legend of Awesomeness, Jackie Chan Fantasia, Kong, Power Rangers & Supastrikas to name a few.

‘SONIC’ will be available in multilingual feeds across all major Hindi Speaking markets in India. SONIC will be available on both analog and DTH platforms. The channel has aggressively invested in distribution and marketing that’s in line with the brand ambition and will be further supported by a 360 degree marketing campaign that will focus on innovation across mass media, digital and mobile.

SONIC will go beyond television to engage and interact with its TG by building the online community through its soon to be launched website It will aim to be the ‘landing strip’ for new young adults and engage all gaming and gadget enthusiasts. SONIC’s digital strategy encapsulates games, digital shows, social media engagement on Facebook, Twitter and much more.
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