Maruti Suzuki India has joined the present as co-presenting sponsor, whereas StockGro, Maaza and Acko have signed on as companions. The present, hosted by actor Akshay Kumar, marks the franchise’s debut in India and is positioned as a large-scale household leisure property for the platform.
The sponsorship offers come as streaming platforms more and more look to premium non-fiction codecs and celebrity-led programming to draw model budgets historically reserved for linear tv.
Sony LIV’s wager on Wheel of Fortune blends a globally recognised mental property with a high-profile host to construct scale and advertiser attraction. The present’s format revolves round contestants fixing phrase puzzles to win money and prizes, a construction that has made it one of many longest-running recreation reveals globally.
Partho Banerjee, senior government officer, advertising and gross sales, Maruti Suzuki India, stated the partnership builds on the corporate’s current relationship with Sony.
“Maruti Suzuki India has loved a powerful affiliation with Sony TV, and witnessing the exceptional scale and viewers response to Wheel of Fortune made it a pure development for us to increase this partnership onto Sony LIV as properly. The present’s positivity, household join, and celebration of aspirations resonate deeply with our model philosophy,” Banerjee stated.
For streaming platforms, non-fiction codecs have gotten a key lever for income progress as they experiment with hybrid monetisation fashions that mix subscriptions with promoting.Ranjana Mangala, head of gross sales for digital enterprise at SPNI, stated the model curiosity displays the platform’s push to place premium leisure as an promoting vacation spot.
“Wheel of Fortune represents the right mix of nostalgia, leisure, and large-scale household engagement. The robust curiosity from marquee manufacturers displays the rising energy of premium leisure on SonyLIV, amplified by rising Related TV consumption and robust co-viewing behaviour that deliver households collectively on the largest display screen at residence,” Mangala stated.
