The global Covid 19 crisis, the unprecedented pandemic, has created challenges. It has affected each and every life. We are now living the new normal. Technology has proved to be a major enabler and it is interesting to note that networks like Sony Pictures Networks India (SPN) are innovating to create initiatives that keep the buzz alive, battling all challenges.
We are talking about ‘Nukkad LIVE’- a virtual meet up show which SPN Distribution Marketing team has weaved as part of the outreach programme for its cable operators.
In these difficult times, entertainment, especially TV shows and series, play a major role in ensuring liveliness, happiness at home and upkeep of mental health, truly an unstated ‘Essential’. One part is to create great content, which Sony does, another is to ensure that it reaches every home.
Cable operators, the unsung heroes, akin to Covid warriors, throughout the lockdown period have battled all odds, with utmost dedication and commitment, have ensured delivery of entertainment in every living room. Such credible effort does call for appreciation and though not much is often written about them, editorial team at IWMBuzz was impressed to witness SPN’s Nukkad LIVE programme which exemplify that the network values the good work put in by its distribution partners.
SPN, the coveted noted entity, shares a very strong relationship with all its operators across the country. During pre-Covid times, the SPN Distribution Marketing team used to conduct multiple ground events and meet-ups for the cable operators as part of its outreach programme. Covid meant following social distancing norms and thus, similar plans met patchy mud.
Yet, like they say, necessity is the mother of all invention. The challenge didn’t deter the team, rather they saw it as an opportunity to innovate and thus, created a novel concept Nukkad LIVE- one of its kind e-meet wherein the last mile operators and customers not only get a chance to see a specially curated act but also interact with the popular stars of the various SPN channels.
Here’s more on the concept:
“The new normal in our day to day to work life has shifted to the digital interface. We have always believed in staying connected with our trade partners & we enjoy excellent partnerships with MSOs across the country. The ‘Nukkad LIVE’ initiative is really about going a step further & creating opportunities for interaction for SPN’s well known show artists with the last mile, namely the LCOs. They are really the unsung heroes who are risking their lives every day to keep the pipeline of entertainment flowing and alive. After seeing the huge success of ‘Nukkad LIVE’ in Maharashtra with the likes of Den and GTPL, we will soon be extending this format to the Hindi GEC & Sports genres.” – Makarand Palekar, EVP Sales and Marketing, Sony Pictures Networks (Distribution Business).
The first leg of this digital collaboration has been initiated in the Maharashtra market wherein the actors from Sony Marathi and the leading operators from Maharashtra have come together to echo their emotion of ‘VinuyaAtutNati’.
Samir Choughale, Vishakha Subhedar, and Vanita Kharat, all well-known names from the Marathi entertainment industry, have been part of this campaign, meeting operators on the Nukkad LIVE platform.
Vanita holds the fort while the participants are left in splits, thanks to the funny banter between Samir and Vishakha. The session also allows interaction between the stars and the attendees, a rare ‘etched in memory forever’ moment.
Industry stalwarts re-affirm that the idea is much needed in today’s time.
“Good initiative by the Sony Marathi & Distribution team to connect & engage our business partners using the virtual platform. Spreading a smile is very important in the present situation where people are facing a lot of hardship. All the best to the Sony team!” – Anirudhsinh Jadeja– Promoter & Managing Director, GTPL Hathway Ltd.
Apart from Mr. Jadeja and his team at GTPL Hathway, other known well-known Maharashtra players namely Den Satellite, Darpita Trading Co, Sangli Media and Bheema Riddhi Infotainment, to name a few, along with their respective LCOs have already lived the Nukkad LIVE experience and the engagement promises to get only bigger and better.
And guess what? Nukkad LIVE is a superhit. Let’s hear it more from someone who has also experienced it:
“This unique initiative by Sony team to bring the Last Mile Operators together, added a new dimension to strengthen relationship between Broadcaster, MSO & LCO. It helps the industry to work towards a common goal of inclusiveness by involving the last mile which further encourages them to provide better services” – Rajeev Gavi (Director) DEN Satellite.
An idea remains a mere idea if not executed well. And Nukkad LIVE is seamless. Hear out:
“Brilliant programme! The execution of the event was seamless despite the dependency on technology. Inviting the LCOs to this event and mentioning the special relationship that Den Satellite and Sony shares further strengthens the bond between stakeholders. Artists were really entertaining, and it was thoroughly enjoyed by our partners” – Ravishankar Singh (Director)– DEN Satellite.
Nukkad LIVE is innovation and entertainment at its best and indeed, a groundbreaking thought to keep engagement alive during Covid times.
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