Viacom 18 Unveils New Youth-Skewed Network


MUMBAI: Viacom 18 has announced plans to launch its fifth channel in India, Sonic, which bills itself as the "Sci-fi platform for the Wi-Fi Generation."

Launching this month, Sonic will target viewers 10 to 17, aiming to bridge the gap between kids and teens. The service will be available in multilingual feeds. Among the programing on its launch lineup are Shaktimaan, Kung Fu Panda: The Legend of Awesomeness, Jackie Chan Fantasia, Kong, Power Rangers and Supastrika. Adding to a bouquet that includes MTV, VH1, Nick and the Hindi entertainment service Colors, Sonic will be complemented with an online community at The channel’s tagline is "Thrills. Guts. Glory." 

Bob Bakish, the president and CEO of Viacom International Media Networks, said, "The launch of Sonic is significant in many ways. Not only does it further expand the Viacom18 Network in India but it also opens up an interesting category for both viewers and advertisers. With the launch of Sonic, the Viacom18 Network can now take pride in being the only entertainment network in India that has specific brands to entertain viewers across every possible age segment from 2 years onwards."

Haresh Chawla, the Group CEO of Viacom 18, added: “Over the last four years, Viacom 18 has grown 12-folds to be amongst the fastest growing entertainment groups in India. The launch of Sonic further expands Viacom 18’s presence in a demographic bracket that has remained un-tapped, but is probably the biggest influencer on family purchase decisions. Like our other businesses, we are confident of Sonic establishing a dominating presence within the first year of its operations.” He noted, “The next 12 months will see Viacom18 in an expansion mode and the launch of Sonic is the first step in that direction.”

Nina Elavia Jaipuria, the executive VP and general manager for Sonic and Nick India, commented: “Loaded with shows across a diverse genre, Sonic will target the urban, hyperactive, new young adult in a manner that’s innovative, engaging and most importantly, interactive. While ‘innovation’ will be the key driver for Sonic’s content, we plan to unleash interactivity through never-seen-before digital initiatives.” She continued, “The 10- to 17-year-olds are today’s key influencers, and in many categories, decision makers in the households. We’re therefore confident of Sonic resonating well with brands who want to reach out to this ‘young’ but very ‘influential’ TG.”