The Hindu Business Line : Post-CAS: Sony's MAX hopes to double revenue

SONY Entertainment's movie and events channel, MAX expects revenue from distribution to more than double to 50 per cent in three years to five years once CAS (conditional access system) comes into force.

"Post-CAS, we expect to have equal revenues from distribution as well as from advertisements in a 3-5-year time frame," Sony Entertainment Television's Executive Vice-President for MAX, Mr Rajat Jain, told Business Line. He said once CAS comes into effect, pay channels will start getting their due share.

He said post-CAS, the market dynamics will decide whether a particular event or a movie should have more advertisement spots or will a channel make more money out of distribution. Currently, for every half hour of a movie telecast, seven minutes are reserved for advertisements. MAX has already started scheduling on-air promos on the effects of CAS.

Mr Jain said MAX's main focus will be on Hindi movies and related programmes and cricket. "These are the two main passions for the Indian public and we will continue to focus on them," he said. The main channel, Sony is a general channel, which airs soaps and other programmes.

According to industry estimates, revenues from all movie channels is around Rs 300 crore out of which ZEE Cinema and Set Max has a 25 per cent share each. In the prime time slot (9 p.m.), Set Max leads the rest in the movie and events category. The other movie channels are Star Gold, B4U Movies, cable channels and multi-system operators, the last two being city-specific channels.

Mr Jain said Max has created a slot for a movie jockey similar to video and radio jockeys. It has launched a new programme in which a movie jockey, Mandira Bedi anchors a Hindi movie right through the film sharing interesting information about the movie with the viewers.

He said cricket will be the channel's largest driver of revenues even though cricket events are seasonal. "Our revenues increased six to eight fold once we started telecasting cricket matches," Mr Jain said. Sony has telecasting rights of two world cups, three champion trophies and three youth world cups till 2007.

Article E-Mail :: Comment :: Syndication

Stories in this Section
K Sera Sera hopeful of Rs 25-cr turnover

Now, it's time for market week after fashion week

`TV channels spending more on press ads'

Post-CAS: Sony's MAX hopes to double revenue

Maruti H1 sales in Karnataka up 13 pc

KG Denim plans to strengthen retail network

Ready-to-wear brand Stori hikes promo budget

Jadoo CEO becomes associate of ITAS

`Garment sector must build up supply chain'

Dabur launches fairness face pack