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General News Movie channels look to cash in on the IPL fever
[Image: 6TWP64P.jpg]MUMBAI: With the cash-rich Indian Premier League (IPL) kicking off on 7 April, the English movie channel genre is once again looking to captalise on the event with film properties.

Sony’s English movie channel Pix will once again have the Pix Premier League. Sony Pix will treat the viewers to some post-match excitement with the best of Hollywood movies every night at 11 from 7 April to 27 May. Some of the movies that Sony Pix will air include 2 Fast 2 Furious, The Departed, Resident Evil: The Final Chapter, Sherlock Holmes, Lucy, The Dark Knight Rises, Edge of Tomorrow, Guardians of Galaxy, Final Destination, Apocalypto, and Rush.

SPNI executive VP, business head English channels Tushar Shah said, “English movies do well around the year irrespective of the season and weather as viewers thrive on high action and drama. Cricket season is another opportunity for us to provide great content to viewers. We have introduced PPL – PIX Premiere league starting April 7 to May 27 where we will have the best of Hollywood blockbusters, every day at 11 pm. Viewers can continue to ride on the adrenaline rush post a cricket match with the best of Hollywood movies.”

Meanwhile, Turner International India senior director and network head for the English entertainment portfolio Rohit Bhandari said that the aim is to join the party.

“Given the enthusiasm IPL generates, our strategy has been to “join the party” and make it even bigger, more exciting with the HBO Hollywood Premiere League (HPL). The programming strategy behind HBO HPL is deliberately designed to optimize the times when fans are taking a break from cricket as well as to appeal to viewers who may be looking for alternative entertainment from the sport,” Bhandari said.

The HBO Hollywood Premier League starts daily from 8 April. The HBO HPL movie line-up includes mega premieres such asKing Arthur: Legend of the Sword, Sully, 47 Meters Down, and The Conjuring: 2. The channel has also introduced ‘Match of the Week’ every Thursday evening which will be the cinematic highlight of the week and fans will be treated to blockbusters like 300: Rise of An Empire, Kong: Skull Island and Star Trek Beyond.

“With such an action-packed line up, HBO will once again be enabling fans to ‘Experience the Magic’ as they also engage with a myriad of social media campaigns being planned to amplify the excitement,” he added.

He further stated that the response from the fans over the years has been very encouraging and the reason why we keep building on the HBO HPL campaign.
“The fact that the IPL coincides with the summer holidays for most schools and colleges across India, allows HBO to enjoy very good viewership in the off prime time hours with numbers that are almost comparable to the prime time. The upcoming season allows us to serve our fans with a complete range of entertainment and we expect fans to be watching even more TV than ever.”

It’s not English movie channels that are looking to cash in on the IPL. Hindi movie channel Zee Cinema has launched a film-based property ‘Cinema Premier League’ which will run along with IPL from 7 April to 27 May. The CPL will boast of five teams – Khan Riders, Family Indians, South Kings, Comedy Challengers and Action Warriors to cater to every movie aficionado. The channel will air blockbuster movies under each team.

ZEEL Hindi Movies Cluster Business Head Ruchir Tiwari said, “Cinema Premier League is a grand extravaganza where cinema’s most popular genres will play the most exciting sport in the country. But of course, it’s cinema with a twist! Their fate of win or loss will be in the hands of their fans and each week we will declare who is in the forefront based on viewership data.”


Airtel Digital HD Recorder / Kerala Vision Digital TV
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