Sony Pictures Networks (SPN) India is adding a free-to-air (FTA) Hindi movie channel to its existing bouquet. The channel, named Sony Wah, will initially be available on Freedish and some cable networks in the Hindi-speaking markets.
With the tagline ‘Filmo ka Mela’, Sony Wah will air a mix of movies from Sony’s existing library as well as latest films. Sony is testing the rural market with Sony Wah. Its Hindi GEC Sony Pal has also seen huge growth in viewership ever since it launched on Freedish. The channel airs re-run content from Sony’s mainline GECs SET and SAB TV. Currently Sony has three Hindi movie channels, namely Sony Max, Max2 and Sony Max HD.
To recall, Star India’s FTA Hindi film channel Star Utsav Movies, which went on air on 21 May and Viacom18’s Rishtey Cineplex is also available on Freedish. In fact, all the major networks already have FTA Hindi GECs. The trend is now to have an FTA Hindi movie channel considering the appetite for Hindi movies in the rural market. FTA Hindi GECs have shown huge viewership growth ever since BARC started measuring the rural markets. Zee Anmol had a shot at the top position on the Hindi GEC ladder following the rollout of all-India data beating the likes of Star Plus, Colors and Zee TV.