Content synergies-
ZEE has an immensely strong hold on regional content and distributes content in more than 10 languages, whereas regional content is currently almost non-existent for Sony.

On the other hand, Sony has a strong hold on Sports content. From cricket to football to Olympics coverage, Sony has made giant strides in recent years in broadcasting sporting events. For ZEE however, sports is almost non-existent.

OTT Competition-
SonyLiv  is popular for sports, whereas Zee5 is popular for fictional content and originals. The two platforms will combine giving users a giant library of content to choose from, making it an attractive platform for users to subscribe to.

Ad Revenue-
Both ZEE and Sony will be able to bring in more ad revenue by tapping into each other’s networks. They will also be able to make wider offerings to prospective clients across various languages, genres and audiences, making their collection of channels an exciting prospect for advertisers.

Sources: https://mad-over-marketing.com/ https://www.businesstoday.in/amp/latest/corporate/story/zee-sony-merger-a-win-win-for-both-strategically-and-geographically-307301-2021-09-22