The Covid 2019 pandemic has had a seismic effect not only on the way businesses run but also on several other aspects of people’s lives. The cable industry, the unsaid essential service, has played a major role in the current environment keeping people entertained and informed. While a majority of the population was under a shelter-at-home directive, last mile operators kept working on-ground risking their lives to provide seamless services to their subscribers.
SPN was the first network to salute these unsung heroes through its ‘Happy Hero’ campaign. Taking the relationship with the operators forward and to bring some cheer , excitement to the last mile operators, Sony Pictures Networks India (SPN) undertook a novel initiative of virtual event, ‘Nukkad LIVE.’ Through this, last mile operators, more commonly known as LCOs, get to enjoy specially curated acts as well as interact with the artists of various SPN channel shows.
“The new normal in our day to day to work life has shifted to the digital interface. We have always believed in staying connected with our trade partners and we enjoy excellent partnerships with MSOs across the country. The ‘Nukkad LIVE’ initiative is really about going a step further and creating opportunities for interaction for SPN’s well known show artists with the last mile, namely the LCOs. They are really the unsung heroes who are risking their lives every day to keep the pipeline of entertainment flowing and alive. After seeing the huge success of ‘Nukkad LIVE’ in Maharashtra, we will soon be extending this format to the Hindi GEC & sports genres,” said Sony Pictures Networks (distribution business) EVP Marketing, Makarand Palekar. The 40-minute meet ended with both the actors interacting with the trade fraternity by answering their questions. Although both broadcasters and distributors are dependent on each other to run their businesses, during this crisis period, such collaborations can help to keep the touch points on both sides alive and lighten the burden of social distancing, on everyone.
