Sony Pictures Network makes data-driven decisions powered by trusted deep channel insights from Phrazor

Sony Pictures Network deploys Natural Language Generation to automate real-time channel insights to withstand competition.

The Impact
900 Seconds taken to generate reports which otherwise took 1.5 Days.
2x Improved Efficiency by identifying channel performance issues & areas of improvement
Communicate Insights from data by generating real-time, written stories along with graphical representations

Business Challenge

Manual Constraints in Enormous Data Management & Interpretation

Every Thursday, the Broadcast Audience Research Council of India (BARC) shares weekly viewership data with media entertainment companies to further analyze and evaluate the performance of their content assets. The BARC data is usually extracted from their MIS tool in the form of excel sheets. With its presence across multiple genres and languages, the media network analyzes data in the following categories – Hindi Feature Films (HFF), Hindi General Entertainment Channels (HEGC), Marathi General Entertainment Channels (MGEC), Sports, English General Entertainment Channels (EGEC), English Feature Films (EFF), Infotainment and Bengali Entertainment Channels (BEC).

The analytics team manually extracted, cleaned, and restructured the BARC data in excel sheets and produced reports in dry tabular formats. Managing high volumes of data along with creating multiple performance reports in a limited time interval proved to be extremely taxing for the data analysts and the leadership team.

The channel performance reports lacked meaningful insights further delaying the course of action for the leadership team.

Key Problems Identified:

  • Lack of in-depth insights due to manual data interpretation.
  • Managing high voluminous data was extremely arduous.
  • Significant time-consumption in the report generation process.
  • Delay in decision-making due to untimely and less-accurate insight generation.

“The team did a great job on narrative analytics at SPN. Their technical expertise with Phrazor helped manage our deadlines well on this project.”

- Sushma Chopra | Head - IT Applications

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Company Overview

Founded in 1995, Sony Pictures Network India (SPN), a well-established key player in the media industry, owns and operates a network of 29 television channels with 700+ Mn viewership across 167 countries. The company offers a variety of genres in multiple languages such as entertainment, movies, music, sports, special events, and family comedy entertainment television channels.

The entertainment battle for customer attention has never been more cut-throat with new entrants from tech firms and non-media brands. To withstand competition and stay on top of the game, the media network undertakes weekly channel performance analysis to identify key trends and value drivers for their audience.

Media and Entertainment
Television Channels
700+ Mn