9 November 2015 – For close to two years now, Sony Entertainment Television (SET), Multi Screen Media’s (MSM) general entertainment channel has been struggling to get its groove back. Ratings have steadily dropped; from being the second most watched channel in 2013 it has slipped to sixth position as audiences have shifted loyalties and more recently, it has been hit by a new rating system from Broadcast Audience Research Council (BARC) that has reclassified and expanded the viewership base in the country. To fight the slide, Sony is taking the battle to small towns, while rebuilding its appeal in urban and semi-urban areas with new non-fiction properties, mythological dramas and historical fiction.
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