'Home Entertainment Services by Sony DADC' Strengthens Regional INITIATIVE

Company News

Mumbai, August 27, 2013

‘Home Entertainment Services by Sony DADC’, a leading home entertainment content provider in India is set to focus on regional languages by launching customized Hollywood blockbuster movies in key states. With this new approach Sony DADC aims to expand its reach in markets such as Kerala, Punjab & Bengal apart from the established footprints in Hindi, Tamil & Telegu. It plans to release a wide range of Hollywood titles in the “Auto Play DVD” format. Based on carefully researched data from key test markets, Sony DADC plans to release in the forthcoming months, region-specific content and movie titles that will cater to local audiences. Unlike other examples of localization, these titles will be based on an appropriate script that is steeped in local flavour with greater appeal to consumers.

The Sony “Auto Play DVD” launched for the first time in India is a revolutionary product in a simple, easy to operate “plug & play” format. The “Auto-Play DVD” offers a high definition cinematic experience with superior picture and audio quality that consumers can watch in the comfort of their homes.

There has been an increase in demand for original content from Hollywood in regional languages. This coupled with an appetite for the DVD format has led Sony DADC to extend its interest in the regional domain.

Mr. Rajat Kakar, Business Head of ‘Home Entertainment Services by Sony DADC’, says, “The regional market for home entertainment is robust and the audience is more receptive to special effect laden Hollywood Blockbusters in their local language. We plan to release some of the best Hollywood titles in Malayalam, Tamil, Punjabi, Hindi and Bengali on the Auto Play DVD format. The easy Plug & Play format will result in being an effective penetration tool in regional language markets.”

A report by the Federation of Indian Chambers of Commerce and Industry (FICCI) said revenue models in the film entertainment industry have changed with the emergence of new streams that go beyond the box office. Different platforms like home video, merchandise, re-make rights and several branded entertainment opportunities have pushed up the growth of the entertainment industry, which now stands poised at Rs.96 million and is expected to grow further in the coming years. The size of the Home Entertainment industry in North is 25%, West is 35%, South is 30% and in the East is 10%. Where as the percentage of English content consumption vs. regional content consumption in regional markets is less than 5%.

Hollywood studios and distribution houses entering the regional market strongly believe that films from Hollywood have good viewer-ship potential here. The trend of dubbing popular movies in various regional languages will also see a rise as Hollywood content continues to excite the Indian viewer. ‘Home Entertainment Services by Sony DADC’ will release some of the best Hollywood movies in Malayalam, Tamil, Hindi, Punjabi and Bengali as the content is well-received in these regional markets.

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Durgesh Goswami

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