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HBO to launch Hollywood Premiere League from April 1
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HBO, the English movie channel, has announced its own league, called the Hollywood Premiere League (HPL). It is a three month property that will air Hollywood box office hits everyday, most of them premieres, begriming from April 1 with movies being aired every night at 11.

The channel has handpicked a mix of Oscar-winning and critically acclaimed movies such as American Gangster, No Country For Old Men, Rush Hour 3, Spiderman 3, Transformers, Gladiator, Blood Diamond, The Departed, Mission Impossible 2, Kite Runner, Mighty Heart among others for this slot.

Shruti Bajpai, country manager, HBO Asia, explains, "We shall encash the popularity of the Indian Premier League (IPL). Our HPL property will come right after the IPL match telecast ends and so where IPL stops, the HPL will begin."

For the marketing activities, the channel will concentrate around sports. A HPL TVC has been conceptualised by creative agency Mudra, which will run on all Turner International India channels and a few news and business channels.

A print campaign in metro cities and advertisements on websites and trade publications is also being employed. Connex handles the media account for the channel.

HBO has roped in nine sponsors for HPL, of which Airtel DTH and Appy Fizz are the co-presenting sponsors. The other sponsors are Roca, Hitachi, Spark Chevrolet, British Airways, Karizma and Turkey Tourism.

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