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Sony PIX eyes 25% market share by 2011-end - Mr.Bhat - 08-11-2010

English movie network Sony PIX, which is eyeing to increase its share in Hollywood film channel space, is betting big on social networking site Facebook and a self-created club.

PIX Movie Club is a special initiative to encourage students to watch the best new Hollywood movies, it said.
"We have as many as 8,600 members of an English movie channel group on Facebook, while Star Movies has 6,200 and HBO 2,400," said Sunder Aaron, Executive Vice-President and Business Head, Sony PIX, here today.

PIX Movie Club concept, currently available in metros, will be taken to other cities like Hyderabad soon, he said.

New movies aired by the channel had been well received. Last year, it added 83 new films taking the total collection to 261, Aaron said.

Sony PIX market share was pegged at 20 per cent in six top Indian cities, he said. "Sony PIX gained 8 per cent market share at the cost of other channels. We are aiming to capture 25 per cent market share by the end of the next year."

Sony PIX is an Indian channel and its focus would be on domestic viewership, while the competitors have to cater to the needs of other regions, he said.

Pix has acquired telecast rights of Oscar winner 'Hurt Locker' and 'Hot Tub Time Machine', one of the biggest comedies of this year, among other movies. The channel's revenues rose 50 per cent last year, Aaron said.
BS