Sun TV sticks to core competency, no aviation plans yet

Backed by a strong quarter, Sun TV is on cloud nine. To rise higher, it is not looking at buying an aviation company as recent reports suggest, but at tuning in to the pulse of the viewer. CNBC-TV18's Divya Rajagopal and Vidhi Godiawala report.

The July-September quarter has been a solid one for Chennai-based Sun Network. The media giant is not willing to rest on its laurels. It is now looking to grab more eyeballs, and enter more living rooms through innovative programming strategies. It plans to give the audience what they really want to see. And why not? Most brokerage firms are giving the company a thumbs up, and revenues are picking up once again.

Ajay Vidyasagar, COO, Sun Network, says, "The sector is actually perking up. We are finding that advertising is coming back. Our brands being such market leaders, coupled with what's happening in the market place, are driving a lot of enthusiasm for the Sun Network shares."

To begin with, the company is looking at shifting its programming mix and offering a mix of fiction and non-fiction shows. It is also betting big on Endemol's Irish superhit show, in a Tamil avataar -- Deal-aa, No Deal-aa?

Contrary to recent reports, the company says shifting sectors is nowhere on the radar. "Sun Group is not planning to buy Star Aviation. We have actually released a rebuttal to the stock exchange a few days back saying that the Sun Network has nothing to do with that," Vidyasagar added.

The plan is clear: stick to core competencies, ramp up the offering, and ensure the coming quarters make the July-September quarter pale in comparison.