Sony Entertainment Television (SET) has kicked off the New Year by captivating Indian television audiences with the exclusive linear TV airing of ‘Shrimad Ramayan.’

Delivered solely via cable TV and DTH platforms, this strategic move by the channel aims to rekindle the enduring charm of traditional television viewing.

The epic saga of ‘Shrimad Ramayan’ holds a profound resonance with millions, portraying fundamental relationships amidst inherent conflicts. Embodying timeless virtues like integrity, loyalty, courage, love, and resilience, the narrative of Lord Ram, hailed as the ‘Ideal Man,’ encapsulates invaluable life lessons.

According to the channel’s statement, SET has ingeniously crafted compelling short videos to spotlight these values and the essence of relationships, resonating with the hearts of viewers.

Going beyond the familiar storyline, ‘Shrimad Ramayan’ promises to unveil multiple untold narratives, offering a deeper understanding of the saga’s timeless beauty and depth. By opting for an exclusive release on cable TV and DTH platforms, Sony Entertainment Television endeavors to rejuvenate family-oriented viewing experiences.

Commenting on this, Makarand Palekar, SPNI’s Distribution Marketing and Sales Head, emphasizes the enduring significance of linear TV in today’s media landscape, stating, “While streaming services gain popularity, linear TV remains resilient and relevant, adapting to evolving viewer habits, ensuring its continued presence.”

Sony Entertainment Networks made an industry-defining move by discontinuing all Live TV channels on Sony LIV, focusing on differentiated content. Initiatives like the exclusive airing of ‘Shrimad Ramayan’ on linear TV aim to drive viewership and revenue for both linear and OTT platforms.

The network, known for innovative and popular shows such as ‘Kavya – Ek Jazbaa, Ek Junoon,’ ‘Sapnon Ki Chhalaang,’ ‘Mere Dad ki Dulhan,’ and ‘Aangan,’ continues to push boundaries with upcoming diverse shows like ‘Mehndi Wala Ghar,’ ‘Kuch Reet Jagat Ki Aisi Hai,’ and ‘Nivedita Maajhi Tai.’

These shows not only captivate audiences but also offer advertisers distinct opportunities for targeted engagement and strategic product placements. Exclusive content like ‘Shrimad Ramayan’ signals a pivotal moment in television entertainment, poised to elevate viewership and reaffirm the enduring appeal of linear television.

As exclusive narratives and platform-specific airings continue to draw attention, the anticipation grows for a resurgence in the vitality of television entertainment, ensuring a rich and diverse content mix for viewers to relish.