Behind Closed Doors: The Dark Legacy of NP Singh at Sony Pictures Network India

A special post by Anime Society Admins, Written by Devil King Arian

NP Singh, MD & CEO of Sony Pictures Networks India, has announced his decision to step down from his role within the company. Despite his departure, he will continue to lead the company until his successor is chosen, emphasizing his commitment to its continued success. In a communication to journalists, he expressed gratitude for his rewarding 25-year tenure at SPNI and outlined his plans for the future.

“After nearly 44 years in my career, including a rewarding 25-year tenure at SPNI, I have decided to move on from my role as MD and CEO,” he stated in a letter. “Having reached many significant milestones with our team, I am now ready to focus on social change and shift from operational roles to advisory ones.”

His dedication to SPNI’s success remains steadfast. “During my time here, we have established industry benchmarks, expanded our reach, and achieved many noteworthy accomplishments,” he said. “I am dedicated to ensuring our legacy of success continues and grows under the new leadership.”

While NP Singh is stepping down, he will continue to lead SPNI until a suitable successor is found. “I will continue to lead SPNI until we find the right person to take over,” he affirmed. “We have begun a structured succession planning process for my successor and hope to have exciting news to share in the near future.”

During his tenure as CEO of Sony India, NP Singh spearheaded various initiatives, both commendable and contentious. While many focus on his positive contributions to the company, it’s essential to acknowledge both sides. Let’s begin by examining the positive aspects of NP Singh’s leadership:

1. Acquisition and Transformation of Ten Sports:

NP Singh acquired Ten Sports and rebranded it as Sony Ten Sports Network, now known as Sony Sports Network. This move brought various sports content to viewers, including cricket, football, UEFA Champions League, and more.

2. Bringing WWE and UFC to Sony:

Under NP Singh’s leadership, Sony Ten Sports Live began broadcasting WWE and UFC events, catering to the fanbases of both combat sports.

3. Creation of Sony Liv:

NP Singh spearheaded the development of Sony Liv, an OTT platform offering live Sony TV channels and on-demand content, providing viewers with flexibility in their viewing experience.

4. Financial Success:

NP Singh played a key role in making Sony one of the most profitable entertainment companies in India during his tenure as CEO.

5. Introduction of IPL:

NP Singh’s creation of the Indian Premier League (IPL) revolutionized T20 cricket, establishing it as a global phenomenon and one of the most popular cricket leagues worldwide. IPL’s inception marked a pivotal moment in cricket history, blending sporting prowess with entertainment to captivate audiences like never before. Under NP Singh’s leadership, IPL became more than just a cricket tournament; it emerged as a cultural phenomenon, transcending geographical boundaries and captivating diverse audiences.

NP Singh’s tenure as CEO saw a myriad of actions and decisions, but were they all beneficial? Were his choices universally sound? Did he manage to sustain Sony’s relevance as effectively as in the past? The resounding answer is a definitive “NO”. As NP Singh relinquished his role, it became apparent that his leadership did not uphold Sony’s standing as expected. From disappointing fans to facing their ire, NP Singh encountered the repercussions of his actions, ultimately contributing to Sony’s decline. Today, we confront these truths head-on, shedding light on NP Singh’s darker side—a narrative often overlooked but one we vow to expose.

1. Losing Indian Premier League (IPL) Rights:

In a bizarre turn of events, NP Singh, the mastermind behind IPL’s success, in a twist worthy of a Shakespearean tragedy, Singh lost the broadcasting rights to IPL, his crown jewel, to none other than his arch-nemesis, Star Sports. Despite IPL’s status as a global phenomenon, Singh found himself applauding from the sidelines as his brainchild slipped through his fingers. The loss dealt a severe blow to Sony’s viewership and revenue, marking the beginning of a downward spiral for the network’s fortunes.

I mean, Picture this: NP Singh, the self-proclaimed architect of IPL’s success, finds himself in a real-life game of musical chairs, only to realize he’s the one left standing when the music stops. As Singh watched helplessly from the sidelines, IPL slipped through his fingers like sand through an hourglass, leaving Sony’s coffers as barren as a desert wasteland.

2. Discontinuation of Animax:

In a move that sparked outrage among anime enthusiasts, NP Singh made the controversial decision to discontinue the beloved channel Animax in 2017, a move reminiscent of a villainous plot twist, Singh pulled the plug on Animax, sending shockwaves through the anime community akin to a Kamehameha wave. This abrupt termination left thousands of fans devastated, as Animax had been a cherished source of anime content for over a decade. The move earned Singh the ire of fans who felt betrayed by the network’s disregard for their passion and loyalty.

Ah, Animax, the cherished haven of anime aficionados, where dreams soared as high as Goku’s power level. As fans mourned the loss of their beloved channel, Singh’s decision earned him a spot in the annals of infamy, alongside other infamous historical figures like Lord Voldemort and Darth Vader.

3. False Promises and Channel Failures:

Singh’s tenure was marred by broken promises and failed ventures, epitomized by the introduction of Sony Yay, the promised land of desi cartoons, where Indian animation would reign supreme—or so Singh proclaimed, touted as a dedicated Indian cartoon channel. But alas, dear readers, the reality fell short of the grandiose vision, as Sony Yay’s programming resembled a mishmash of cultural confusion, featuring more anime reruns than desi delights. Despite assurances of exclusive desi content, Sony Yay’s programming fell short of expectations, resorting to airing dubbed anime like Naruto and Shin Chan. The channel’s inability to deliver on its promises highlighted Singh’s disconnect with viewers and raised questions about Sony’s commitment to its audience.

Oh, the irony! It seems Singh’s promises were as empty as a politician’s campaign speech, leaving viewers scratching their heads in bewilderment.

4. Failure to Promote Animax: A Missed Opportunity for Sony:

It’s baffling to consider that NP Singh showed no love, or even respect, for Animax, despite it being under Sony’s umbrella. Oh, the irony! Singh, the CEO extraordinaire, seemed blissfully unaware of the basic concept of promotion. In the realm of business, promotion is the lifeblood of a product’s success. However, after 2006, Animax received virtually no promotion from Sony. This oversight is particularly puzzling considering Animax’s widespread popularity in Japan and across Asia. As the CEO of a global powerhouse like Sony, one would expect Singh to understand the fundamental importance of promotion in building brand recognition. Imagine neglecting a gem like Animax while holding the reins at Sony. It’s like expecting a flower to bloom without watering it!

But how were viewers supposed to discover Animax without any promotion? This beloved anime channel, known for simulcasting shows the same day or week as their Japanese counterparts, remained largely hidden from the public eye. Animax enthusiasts stumbled upon the channel by chance or through word-of-mouth recommendations, as Sony and Singh failed to promote it through any mainstream channels. While it’s understandable that they may have been hesitant to promote a foreign product on regional channels, Singh didn’t just overlook Animax on Sony’s regional channels; he also ignored its existence on sister channels like AXN and Sony Pix. Talk about missing the mark!

In the end, it’s a comedy of errors worthy of a sitcom pilot: Singh, the clueless CEO, inadvertently squandering the potential of a beloved channel while viewers search in vain for their anime fix. Oh, the hilarity!

5. Failure to Pay Carriage Fees for Animax:

In 2012, NP Singh decided to play the blame game by refusing to pay carriage fees to various DTH and Cable Operators for Animax. When questioned about this choice, Singh provided a rationale that may appear perplexing to some. He cited Animax’s low TRP and viewership numbers as the primary factor behind his decision. This reasoning, while appearing straightforward on the surface, raises questions about Singh’s understanding of the underlying dynamics at play. Perhaps Singh hoped that by ignoring the problem, it would magically disappear like a rabbit from a hat.

According to Sundar Aaron in 2014, “Animax is facing an uncertain future, with Multi Screen Media (MSM) granting the channel a year’s respite. Depending on its performance, MSM will determine the necessary course of action for Animax. One potential option under consideration is rebranding it as a children’s channel. Despite having a range of general entertainment, movie, and sports channels, MSM lacks a presence in the children’s TV genre.

Animax, primarily featuring Japanese animation, has struggled to resonate with its intended audience of tweens aged 12 to 18. Sunil Punjabi, the head of AXN Networks India, acknowledged the challenge, stating, “People associate animation with kids content, creating a perception difficulty.”

Converting the channel to cater to children poses its own set of challenges. Advertising revenue is scarce, and the market is already saturated with multiple players. Punjabi highlighted the fragmented viewership and low trading levels in the genre, emphasizing the need for a balanced content approach.

Punjabi also discussed the potential of rebranding Animax as AXN Beyond, similar to its overseas counterpart. However, he clarified that no decision has been made yet, as Animax has been granted additional time to find its footing.”

It’s essential to recognize that Singh’s decision not to pay carriage fees stemmed from a belief that Animax’s diminished viewership was the result of its own shortcomings. His ingenious strategy of blaming the lack of viewership left many scratching their heads in confusion. However, this overlooks the broader context of Sony’s approach to promoting Animax. The channel’s lack of visibility and marketing efforts, particularly after 2006, contributed significantly to its limited reach among potential audiences. It’s almost as if Singh believed that if he wished hard enough, the viewership numbers would suddenly skyrocket, like a phoenix rising from the ashes. As a result, Singh’s decision to withhold fees may have exacerbated Animax’s struggles rather than addressing the root causes behind its declining TRP and viewership figures. It’s like trying to fix a leaky boat by ignoring the hole and hoping it magically plugs itself. Truly, a stroke of genius, if one defines genius as “utterly baffling decision-making.”

6. The Neglect of Animax: A Tale of Poor Treatment and Hypocrisy:

Ah, the irony of it all! Sony and NP Singh went all out promoting Sony Yay as the ultimate Desi Cartoon channel, only to watch in dismay as it morphed into a haven for everything but Desi cartoons. Despite Sony and NP Singh’s relentless promotion of Sony Yay as the quintessential Desi Cartoon channel, their efforts fell flat on their face like a clumsy acrobat. The irony? Sony Yay’s programming now consists mainly of non-Desi cartoons, with popular anime series like Naruto and Shin Chan stealing the spotlight. It’s a glaring case of hypocrisy at its finest, as the so-called Desi Cartoon channel struggles to live up to its name. It’s a comedic masterpiece, really—imagine, a channel dubbed “Desi Cartoon” airing more anime than Bollywood-inspired cartoons. Bravo, Sony, bravo!

But wait, the plot thickens! While Singh was busy championing Sony Yay’s questionable Desi credentials, poor old Animax languished in obscurity, like a forgotten relic of the past. What’s truly baffling is Singh’s reluctance to promote Animax, the beloved anime channel, during his tenure. Despite its proven popularity and loyal fanbase, Animax received little to no promotion from Sony, leaving viewers to stumble upon it by chance or word of mouth. Singh’s inexplicable neglect of Animax raises questions about his motives and personal biases. With thousands of petitions and requests from loyal Animax fans falling on deaf ears, Singh’s disregard for viewer preferences is evident.

Animax managed to survive for over a decade without Sony’s support, a testament to its enduring appeal. Yet, Singh’s failure to promote the channel leaves us wondering what could have been if Animax had received even a fraction of the attention lavished on Sony Yay. And let’s not forget Singh’s stellar track record of ignoring the pleas of thousands of Animax devotees clamoring for its revival. While petitions piled up like discarded scripts in a Hollywood dumpster, Singh remained blissfully oblivious. Singh’s treatment of Animax stands as a glaring example of negligence and indifference towards viewer sentiments, a legacy he should be ashamed of. Bravo, Singh, bravo indeed!

7. Loss of Rights and Failed Mergers:

Under Singh’s leadership, as if losing IPL weren’t enough, Singh’s misfortunes continued to mount like unpaid bills in a debt collector’s ledger, Sony suffered significant setbacks, including the loss of broadcasting rights for major sporting events like ICC cricket and FIFA tournaments. The failed attempt to merge with Zee Network further tarnished Sony’s reputation, as months of negotiations culminated in a futile endeavor. The failed merger with Zee Network played out like a soap opera, with more twists and turns than a primetime drama. Singh’s attempts to salvage Sony’s sinking ship proved futile, as the network floundered in a sea of uncertainty, with viewers jumping ship faster than rats fleeing a sinking vessel. These missteps underscored Singh’s inability to navigate the competitive media landscape effectively, resulting in dwindling viewership and diminished market presence.

8. Shutdown of Fan-Favorite Channels:

In a maneuver reminiscent of a magician performing a vanishing act, Singh swiftly dismantled cherished channels like AXN, Sony Mix, and Sony Le Plex HD. With a flick of his metaphorical wand, these once-popular networks disappeared from the airwaves, leaving loyal viewers bewildered and bereft. The abrupt closure of these channels felt like a betrayal to many, akin to attending a magic show only to find the magician has disappeared along with your expectations.

And what of Sony Yay as an example of his newly launched channels that failed miserably, the supposed savior of desi cartoons? Despite promises of a purely indigenous lineup, Singh’s version of “desi” seemed to include a healthy dose of anime, much to the dismay of those eagerly anticipating locally produced content.

The irony of Singh’s missteps in channel management was not lost on audiences, who found themselves questioning the true motives behind Sony’s programming decisions.

9. Persistent TRP Decline and Failed Ventures:

Despite numerous attempts to revitalize Sony’s programming, Singh struggled to reverse the network’s declining TRP and viewership. Oh, the woes of TRP decline! With each passing day, Sony’s viewership plummeted like a lead balloon, leaving Singh scrambling for a lifeline amidst a sea of mediocrity. Initiatives like the Indian Street Premier League and other unconventional sports leagues failed to resonate with audiences, further exacerbating Sony’s woes. His desperate attempts to revitalize Sony’s programming fell flat, resembling a circus act gone awry, with more clowns than acrobats in the ring. Singh’s tenure was marred by a series of missteps and failed ventures, highlighting the need for a new direction and leadership at Sony India.

From failed sports leagues to lackluster programming, Singh’s tenure resembled a comedy of errors, with Sony as the unwitting punchline.

NP Singh’s departure from Sony India marks the end of an era fraught with both triumphs and tribulations. While his contributions to the network are undeniable, his legacy is marred by a string of failures and controversies but mostly the latter. As Sony ushers in a new chapter under fresh leadership, the hope is that lessons learned from Singh’s tenure will pave the way for a brighter future for the network, away from the tempestuous storms of Singh’s legacy.