IndiaPost.com - Sony Entertainment Television joins Comcast family

India Post News Service

FREMONT: Comcast and Sony Entertainment Television (SET) Asia held a cocktail reception and dinner at the San Ramon Marriott on August 16 to celebrate SET's August 8 launch on Comcast. Broadcast on Channel 249 throughout most of Northern and Central California, this viewing option joins SET and SET Asia channels available in 100 countries including the US (where it launched in 2000 on satellite).

The dinner was followed by a panel discussion and Q&A with Rajan Singh, Executive Vice President, International Business, Sony Entertainment Television Asia and Natalie Rouse, Director National Ethnic Marketing, Comcast. Speaking to the media and community leaders, Rajan Singh said that California is an important market for SET. He talked about the intimacy that South Asians and Indians have with the media, especially TV and said that they are not shy about letting us know things. Natalie Rouse said that was very true.

"We know Indians are passionate about their TV and entertainment", she said, "you've called us a lot and you've asked for Sony and we're giving it to you". According to her, this launch executes 'Commitment to Diversity' which has been Comcast's credo since its launch 40 years ago. She told Rajan "welcome to the Comcast family". Rajan Singh said that SET will also have some local based programming besides the regular Indian fare.

This would include US editions of Boogie Woogie, studio audience based programs, etc. in addition to local events. He said "Please rest assured that Sony will continue to provide quality entertainment for the entire family and that you (Indians and South Asians) will be proud of the quality programming". Known for innovative, youthful and lively programming, SET is in the Top 3 channels among the myriad offerings on the Indian airwaves (the other Top 2 are Star TV and Zee TV).

Targeted towards family audiences, SET's programming includes drama, comedies, reality shows, soaps, movies, talk shows and game shows including the hugely popular Indian Idol. Other shows include Boogie Woogie, Khwaish, Virrudh, Kaajjal, Comedy Circus etc. Past successes have included Jassi Jaisi Koi Nahin. With Comcast offering an initial free preview to its subscribers, Natalie sees more South Asian subscribers signing up for Comcast.

SET will reach many more South Asian households and the average consumers get access to more choices connecting them to the Indian subcontinent. And of course, you never know, an opportunity to appear on Boogie Woogie!