Advertisement


Advertisement

Thread Rating:
  • 5 Vote(s) - 2.8 Average
  • 1
  • 2
  • 3
  • 4
  • 5
Blockbusters help Sony Pix pull in viewers
Advertisement
#1
English movie channel Sony Pix, which is eyeing an increase in channel share from 18 per cent to 25-30 per cent in the next couple of years, is trying newer ways to engage with audiences and draw in viewers. It is also acquiring big titles from a number of distributors, the notable recent ones being Slumdog Millionaire, Michael Jackson's concert film This is It, and Push.

Speaking to Business Line, Mr Sunder Aaron, Business Head, Sony Pix, said the channel's research had shown that the demographic profile of those who watched English movie channels was similar to that of football viewers, so the channel has begun to air soccer action from the FA Cup. “Football has been very helpful for Pix to increase its sampling from viewers that should be watching Pix,” says Mr Aaron. The channel also plans to promote a few other sports such as mixed martial arts soon.

Pix being a “local channel”, operated from Mumbai, unlike HBO and Star Movies (operated from Singapore and Hong Kong), has designed shows, some hosted by Indians, that allow it to connect with its audience, Mr Aaron said. Chicks on Flicks, where the women hosts discuss movies, is one of Pix's biggest properties. In fact, Pepsi recently came on board as an advertiser because of this show, he added. The channel has also introduced cinema-oriented series with shows such as Hollywood One on One, and Inside the Actors Studio.

Growing younger

To endear itself to younger audiences, the channel has decided to telecast “newer and current movies”. In fact, last month's theme on the channel was Young Hollywood, with films such as Havoc and Half Nelson featuring actors such as Anne Hathaway and Ryan Gosling. The channel is also preparing to change its on-air look to make itself more contemporary, Mr Aaron said.

While HBO aired The Dark Knight on January 26, Pix brought Gandhi to the race, which notched up a rating of 0.11, good for a movie of that genre . In fact, the channel even launched a study guide online so that viewers could read up on Mahatma Gandhi and history and then watch the movie with their children, he said. There were 3,500 downloads of the guide.

Action, thriller and comedy are the popular genres on Pix, said Mr Aaron. However, the general English movie viewership is skewed towards action. In the past, the channel focused on establishing itself in the top six cities (metros) and is now keen on reaching out to smaller cities such as Pune also.

According to TAM Media reports, the number of digital TV households was 20 million and C&S households 90 million in 2009.

English movie channels, Mr Aaron says, have only 3-4 per cent share of the total TV viewership. An estimate mentioned in the media puts the size of the English movie channels in India at Rs 250 crore.

Source: The Hindu Business Line

Reply
Thanks given by:
Advertisement
Advertisement




Possibly Related Threads...
Thread Author Replies Views Last Post
  General News: Sony SAB to bring back iconic television series ‘Office Office’ nairrk 0 284 04-13-2020, 02:19 PM
Last Post: nairrk
  General News: Sony Max to showcase TV premiere of ‘Pati, Patni Aur Woh’ on 29 March nairrk 0 296 03-20-2020, 07:08 PM
Last Post: nairrk
  General News: Sony BBC Earth set to premiere docu-film ‘Climate Change – The Facts’ nairrk 0 303 03-07-2020, 10:49 AM
Last Post: nairrk
  General News: Sony to telecast upcoming Women’s T20I Tri-Nation Series 2020 nairrk 0 293 01-28-2020, 09:08 AM
Last Post: nairrk
  General News: Sony YAY! unveils special Republic Day line-up of Honey Bunny movies nairrk 0 380 01-26-2020, 07:30 AM
Last Post: nairrk
  General News: Sony Max to premiere ‘Section 375’ on 25 Jan nairrk 0 244 01-21-2020, 07:48 AM
Last Post: nairrk
  General News: Sony BBC Earth to premiere ‘Seven Worlds, One Planet’ on 20 Jan nairrk 0 279 01-19-2020, 11:33 AM
Last Post: nairrk
  General News: Sony Max to premiere action thriller ‘Batla House’ on 25 Dec nairrk 0 323 12-19-2019, 11:18 PM
Last Post: nairrk
  General News: Sony Sab launches ‘Khushiyon Wala New Year’ contest nairrk 0 325 12-14-2019, 06:48 PM
Last Post: nairrk
  General News: Star Bharat looks to enthrall viewers with new show ‘Meri Gudiya’ nairrk 0 288 12-14-2019, 09:30 AM
Last Post: nairrk

Forum Jump:


Users browsing this thread: 1 Guest(s)
Advertisement