MxMIndia

Tag: Man Jit Singh

  • MxMIndia gets the chieftains of Multi Screen Media to dwell on the UFC gameplan and what more to expect from Sony Six

    Sony Six all set for the fight!

     

     

    By Johnson Napier

     

    If all had gone as planned, then Sony Six, the much-hyped sports channel from Multi Screen Media, would have been the toast of sport-loving viewers in India by now. The single biggest property that was scheduled to be relayed on the channel – the IPL, was supposed to be the booster with which the channel was supposed to be flagged off in India. But that was not to be and Six was forced to launch itself in a manner that was meek by nature.

     

    A few months into its journey and with cricket taking a minor backseat for the network, the channel is back in action with a big-ticketing property to boast. Ultimate Fighting Championship (UFC), the world’s premier mixed martial arts organization has partnered with Sony Six to popularise the sport in India. Owned and operated by Zuffa, LLC, headquartered in Las Vegas, Nevada, and with offices in London, England, Toronto, Canada and Beijing, China, UFC programming is broadcast in over 150 countries and territories, to nearly one billion homes worldwide and is available in 20 different languages. It is known to produce more than 30 live events annually and is the largest Pay-Per-View event provider in the world.

     

    While the physical sport phenomena is not new to India – made famous by WWE on Ten Sports and properties like Bellator on BIG CBS Prime – UFC seeks to change all that is associated with Mixed Martial Arts (the format on which UFC is modelled around) and get in viewers to take a liking to the sport. It is the ‘real’ fights that will attract the viewers, say the promoters, and not ‘fake’ action that gets thrown across to them.

     

    The partnership will kick off in India with the production of an all-Indian edition of the Ultimate Fighter, the UFC’s long-running reality TV show where 16 of the most talented unsigned martial artists compete for a contract with the UFC. The schedule for the same will kick off around Diwali. The actual show will be telecast in India in 2013.

     

    On the sidelines of the launch, MxMIndia’s Johnson Napier got the chieftains of Multi Screen Media, CEO Man Jit Singh and COO NP Singh and also UFC Chairman and CEO Lorenzo Fertitta, to dwell on the gameplan for UFC in India and also what to expect from the channel Sony Six in the immediate future.

     

    We are aiming at being the No 2 sport in India after cricket: Lorenzo

     

    Lorenzzo Ferttita

    What would be your immediate operational plans for UFC in India?

    The immediate focus would be to work with Sony Six and ensure that the sport is on the right track in terms of attaining a foothold in India. In October we would be launching a massive ad campaign around UFC that would include mediums like print, radio, outdoor etc. We would also be looking at social media in a big way. A lot of our marketing activity would be focussed online on the youth in the 18-34 age bracket where the attempt would be to make them more aware of UFC and get them to be a part of our database. These would be largely centred on large metropolitan cities like Delhi, Mumbai, etc.

     

    The only other popular sport related to what UFC attempts to do in India is WWE. What are your plans to combat the popularity of WWE and get viewers accustomed to your sport?

    WWE is very different from UFC. The thing about WWE is that it is fake while UFC is real. While WWE has a large fan base but once we enter the market we expect our TG to migrate from there and become regular viewers of UFC. We follow what WWE does and we know that they have a large fan base here but we hope to attain a large market share with UFC.

     

    Sony Six has assured that UFC will draw in more viewership numbers compared to a popular market like the US. What is your assessment of the ratings that you wish to draw from India?

    I really cannot say much on that but we are relying on Sony’s expertise in the market to get us the viewership numbers. Obviously we know that we are going to be very successful here and we know that fighting dominates the sport scene and we are aiming at being the No 2 sport in India after cricket. We feel it is going to be a very successful business for us as it is very big in terms of the market.

     

    Did you scan the market for other potential buyers for your property? What was the motive behind shortlisting Sony Six for UFC?

    We spoke to every other sporting network in India and we shortlisted Sony Six because firstly, we share a pretty good relationship with Manjit Singh and we also like the fact that they broadcast the IPL, which has a huge following in India. So we liked having that connection. UFC is an important event for us. We didn’t want it to be on a general entertainment channel because the way our marketing and positioning is that we are a sport; we didn’t want to be on any other channel.

     

    Where do you plan to head next in your bid to expand in the Asia Pacific market?

    From an Asia point of view, our next stop is going to be Macau in greater China. Beyond that the focus is going to be in taking the live event to other major capitals like Shanghai, Taipei, Seoul, Kuala Lumpur and Singapore. So these are our next priority markets for Asia. We would be taking these events to these markets by 2013.

     

    Hope to see Sony Six among the top-3 players in India soon: Man Jit singh

     

    Man Jit singh

    Why the decision to invest behind a physical sport that is yet to find a foothold in this country?

    Our strategy is to target young India. What we have gathered is that young India is interested in new fast-pace sports and UFC is the epitome of a fast-pace sport. We have great expectations that over time we will be able to build the UFC brand and also build the audience for UFC. One has to remember that it is the fastest growing sport in the world today. In Brazil, where the sport was launched some time ago it has become a hugely successful show now. According to me, Brazil and India are similar by nature and we feel we will be able to attain a similar success in India too.

     

    What is the USP that UFC will offer its users compared to what is already being aired by properties like WWE, etc?

    It’s too premature to comment but you could take a look at the models of other fight sports that are around like WWE – it is the second-most watched sport in India after cricket. We expect to much exceed something like that because it is a real sport; it’s about real fight, there’s no pretence in what you will see the contestants doing. That’s what I feel is the core differentiator for us.

     

    A large percentage of the TG that you plan to target is transfixed around WWE. How do you plan to convert them to like your product?

    The TG for our show is youth that fall under the 18-34 year-old bracket. I feel once they get older they will migrate from make-belief to the real thing. It would be a natural progression that we hope to see happening in this space. We are already of the opinion that we have a natural base of fans that will migrate to us.

     

    Would it be okay if children below 14 take a liking to your sport? There is a tendency for them to go overboard in terms of aping stunts, etc?

    I do not see any issue with children below 14 years coming to our channel to watch the show. I have been to events where they have children even in the audience who are avid fans of the sport. Remember that it is a sport; it’s like you asking if children like to watch boxing, if they like to then why not?

     

    Did you engage in any research exercise before you finalised on bringing in a fighting sport in India?

    We had carried out research studies in the market last year where the focus was on finding out the interest levels among viewers on fight sports and the pride that our people have on the sportspersons in India. We can tell that wrestling is going to be a big thing in India because the athletes are performing well on the international platform. Also, Indians like seeing Indians do well internationally. That we feel was a natural fit for us. Our real expectations are that UFC be a very successful sport in India.

     

    Have you managed to arouse the curiosity levels of marketers for this property?

    We haven’t yet started out on advertising, sponsorships and stuff like that. We are waiting till around Diwali time to get this sport established, to get the channel fully established on all platforms and then we will go and talk to the advertisers. It will be a premium priced product though. It will be available on all platforms by October.

     

    What are the other big-ticket properties to expect from Sony Six?

    We are looking at properties like basketball, soccer, fight sports of all kinds, tennis, cycling etc.

     

    What is the gameplan you have for Sony Six in the coming one year?

    We hope to see Sony Six be among the top 3 sports channels in the country.

     

    Sony Six will become the home for new sports in India: NP Singh

     

    NP Singh

    What promise does an event like UFC hold for Sony Six in India?

    Traditionally, fight sports have always been popular in India. Through UFC the attempt is to get real fight sport made available on Indian television, which the youth too will be able to connect with. It would a good example for the youth to look up to a real sport like UFC and inspire them to face real life challenges. UFC holds a lot of promise for Sony Six and for the youth of the country.

     

    What’s the next step for UFC in India?

    The journey has just begun. We would be showcasing a lot of the UFC Talent hunt everyday on Sony Six. Getting the local talent to come and register for the ultimate fight will start soon.

     

    The buzz is that you plan to tap in the viewership from IPL and convert them to watch UFC. Do you think the attempt will fetch you high viewership for UFC?

    UFC in the US attracts a viewership of 20 million whereas for the last season of IPL the number was 163 million. So that’s the size that we are talking about. We hope to better the numbers that a big market like the US throws up for UFC. We have just launched our channel a few months ago but it is already being beamed across 30 million homes. Also, we have still not completed our distribution but by the time we are done it will be in double those homes. One should understand that our country has a high percentage of youth and of late they have started taking a liking to other sports like football, F1 etc. We believe that Sony Six will become the home for new sports in India. I am much more confident that we will manage to engage the youth much more than any other sports channel in India.

     

    Does India need a sport like UFC in the first place?

    Through UFC, we hope to establish Mixed Martial Arts (MMA) in the Indian market which I am sure will benefit everyone concerned.

     

    Sony Six was launched a few months ago but is yet to see traction in terms of viewers and properties. Your comments?

    We are first trying to establish the channel and within that the sport has to be established. Our efforts are on. UFC is one big step in that direction.

     

    The UFC deal seems to be heavy on investment. Would you be going all out to promote the event in India?

    As a network we have never stopped short of making investments in every new initiative that we take. Likewise would be the case with Sony Six and with UFC. Anything that we as a network do we do it big. UFC will too be in the big league for us. For one, we are positioning ourselves differently by calling ourselves a sports entertainment channel. Entertainment is in our DNA so everything and anything that we do will be garnished with a lot of entertainment.

     

  • With Sony Pictures Television announcing its decision to buy 32 per cent stake from minority shareholders in a phased manner, its equity in Multi Screen Media (or MSM which runs the channels Sony, Sab, Max etc) will go up to 94 percent. This, says CEO Man Jit Singh, reflects Sony commitment in MSM and will allow the Indian enterprise to grow faster

    Sony’s stake hike allows MSM flexibility: Man Jit Singh. Regional/niche channels on anvil

    This is one soap that Sony Entertainment Television bosses are happy to see the end of. Over two decades ago, a group of seven entertainment industry biggies (including then superstar Jackie Shroff) and Sony Pictures got together to launch Sony Entertainment Television.  There were also rumours of senior minister Sharad Pawar’s brother-in-law Sadanand Sule having a stake. Multi Screen Media, as the company was called, had a complex shareholding, as is the case with many Indian corporations.

     

    Four years back, the minority shareholders were in a legal tangle which was finally resolved, but it was evident that they wanted to cash out soonest.

     

    So when the communique reaches media inboxes on Sony Pictures’s announcement of an agreement to acquired around 32 per cent of MSM’s shares currently held by Grandway Global Holdings Limited and Atlas Equifin Private Limited. The transaction, which will bring Sony’s stake in MSM to a little over 94 per cent, will close by end-December 2012.

     

    Under the terms of the agreement for this acquisition, aggregate cash consideration of $271 million will be paid by SPT to Grandway and Atlas, subject necessary government approvals, with $145 mn to be paid by December 2012 when the transaction ends and the balance $126 million will be paid in in three equal annual installments starting from the fiscal year ending March 31, 2014.

     

    “SPT has enjoyed great success with our channels in India and this acquisition further demonstrates our commitment to entertaining Indian audiences,” said Andy Kaplan, president, worldwide networks, SPT in a statement. “We’d especially like to thank Grandway and Atlas for their entrepreneurial spirit that helped to get this venture off the ground 17 years ago.”

     

    MSM chief executive Man Jit Singh (who as a Sony representative was chairman of the Board even when Kunal Dasgupta was CEO) spoke to MxMIndia’s Pradyuman Maheshwari from London on phone. Excerpts from the interview:

     

    This thing has been going back and forth for a while between Grandway, Atlas and Atlas.

    Yes, it’s been some time.

     

    So, is it only a cash transaction or with there be a non-cash consideration as well?

    As stated in the press release that it is $271 mn transaction of which there is a upfront payment of $145 mn and then three equal installments.

     

    And the balance 6-odd per cent?

    The balance 6 per cent  is held by a fund called the Capital Group which is not part of this transaction.

     

    Capital has had some stake for a while…

    Yes, they’ve held the stake from 2001. The Indian stakeholders are exiting. Capital Group is another transaction.

     

    Are you happy with the 1 bn-odd valuation of the company?

    We are delighted with the valuation which happened at the end of an extensive private equity process which determine the market value and then Sony stepped in and decided to acquire the stake, which for us is great news. Because now: a) it show Sony’s commitment towards India and to the channel operation and b) it will give us a lot of flexibility in running our business. And we’ll be able to make investments as we go forward. So, we are delighted with this news.

     

    In the year around 1999, I think the evaluation was something around 2.5 bn. And that was of course the first high that Sony had reached. And now it’s come down quite a bit.

    As you know, perhaps it was a little later. But as you know during the dotcom period the valuations which were thrown around were extraordinarily high. I think that it was a moment in time, the markets have settled and businesses have fairly matured and I think the valuations are where they are and they are correct.

     

    You mentioned that this will allow some more freedom for doing various things so anything on the anvil. You’ve spoken about regional channels in the past and you did buy this Bengali channel. Anything more…

    As you know, we are in the process of acquiring a stake in Maa TV which we have announced already and that will continue. We’ll take opportunities as they come and we now have the flexibility to move quickly and consummate those opportunities. And we look forward to doing that.

     

    Is there any particular direction that you are looking at?

    We are certainly looking at regional channels as we are interested in regional channel space. And as you know we have made a major investment in our sports channels. And we expect that sport is an area where you have to continue to buy rights when they become available because you have to bid for them. And we’ll be in a position to make those investments when they come to us.

     

    But those investments you have made. Sony is already investing a fair bit for this acquisition and you’ll have to make a lot more investments for all of this.

    Correct.

     

    That mandate you have received…

    Yes. By investing in MSM, Sony has shown its willingness and enthusiasm for the Indian market. And they are very very open to continue….

     

    Is there anything else you are looking at other than channels because digitalization will allow all that to happen?

    Absolutely. We believe that digitalization is going to make us able to deliver different kind of content to smaller segments of viewership. So we believe that there will be opportunity to create niche channel. This will certainly help us by allowing us to look at all those opportunities. We believe there is a good amount of things that can be done over the next two-three years.

     

    The last two years have been tremendous for MSM because we have Sony doing so well, SAB is doing so well and IPL hasn’t been too bad. So would you credit that for the way things are right now and at Sony’s commitment?

    I think you have to look at Sony’s commitment which was committed in the good times as well as in the bad times to MSM. It is only that its bigger commitment is to the Indian market. Sony has always believed that India is one of the most important of the BRIC countries and it’s a place where Sony must invest and grow the market. So there has been a commitment to India. So we should give them credit for being consistent in their beliefs that India should be one of the key markets in which certain focus is on. And not only that but on the channel business, our electronic business side, it is a growth market for us on both sides.

     

    And will we see some synergies with all of that all, in the near future?

    Absolutely. This will give us much more flexibility to be able to create synergies between our electronic groups and our channel business. And we see opportunities to bring things together.

     

    Is there a possibility of a change of the company name now that Sony’s ownership is near-total? Perhaps Sony Entertainment Television…

    Why you don’t like MSM?

     

    No, I love it. One has got used to it. But still the fact is that now since it’s a Sony it could well be called that. Is it on the cards?

    I’ll be honest; we don’t have any plans to do that. But thank you, I’ll think about it (laughs). I’m quite happy with MSM, maybe because we all came up with it. There is no such plan. We are quite satisfied with it. Also, the channel is Sony Entertainment Television. So, I’m not sure if we’ll need to change the company name. Let’s put it this way, there has been no talk on this.

     

    With inputs from Meghna Sharma

     

  • MSM appoints Ms Smriti Krishna as Sr Vice President & Head of Human Resources for the network.

    Smriti Krishna is MSM’s Sr VP, HR Head

    By A Correspondent

    In their continuing efforts to get the best talent on board MSM, the network has announced the appointment of Ms Smriti Krishna as its Senior Vice President and Head of Human resources.

    Ms Krishna recently relocated to Mumbai from Singapore where she was Vice President and Head of HR for NBC Universal Asia Pacific. Prior to Singapore, she has worked in New York, Tokyo and India with the General Electric Company (GE) and its affiliates in significant HR leadership roles.

    Ms Krishna has a rich background in Human Resources and has been recognized for her work on driving many leadership-based, talent development practices and establishing HR as a strategic and integral part of the organization.

    She started her career with Xerox India before joining GE in 2000. She has an MBA from IMI, New Delhi and is a BA in Psychology Honours from Lady Shri Ram College, New Delhi.

    Commenting on Ms Krishna’s appointment, Mr Man Jit Singh, CEO MSM said, “We are glad to welcome Smriti Krishna to the MSM family. We are confident that Smriti’s experience in Human Resources and her global perspective will contribute to the growth of our network and our people. We wish her all the best for her new role.”