Run with the ball: Sony Entertainment Television changed the way cricket is sold in India, and went on to reinvent the relationship between branding, product placement and programming.

Television Asia, October, 2005

Sony Entertainment Television freely admits that its advertising sales are higher than they may be if pure viewing figures were the deciding factor. The reason the network attracts more ad dollars than it might is, key ad sales execs say, its strategy of offering differentiated initiatives. Plus, of course, its brand, which stands for lively, innovative and dynamic television.

Rohit Gupta, Sony Entertainment Television India's executive vice president for sales and revenue management, says the company's growth rate was almost three times the industry growth rate last year. "Against 10-12% growth, we grew by 35% or so last year, and the trend continues this year," he says, adding, "We have an aggressive sales team, which manages to command a premium on our...

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