The Hindu Business Line : ETC Network bets big on film premiers

MUSIC channel, ETC Network, plans to invest big bucks on film premiers and organising a host of interactive activities around the premiers. The company plans to do at least one film-based event every month, which would include road shows, one-on-one interaction with the actors and so on.

Speaking to Business Line, Mr Vikas Gupta, Director, Finance, ETC Network, said these kinds of cinema-centric activities help the channel to increase its share in the music genre by almost 50 per cent, especially in the Hindi speaking markets.

"The No Entry premier for instance, stepped up the channel's share by almost 75 per cent in markets such as Madhya Pradesh."

Mr Gupta said every road show would be different and novel. "We are going to make film premiers stylish and hype the event by creating unique activities around it."

The channel is shortly going to kick-off a road show for the Akshay Kumar-Shahid Kapoor starrer Deewane Huye Pagal, which would be taken to eight cities. This would be followed by another road show for the Amitabh Bachchan and Arjun Rampal starrer Ek Ajnaabi, in which Rampal would interact with the crowd for three-four hours every day. The road show would reportedly culminate with a one-on-one interaction with the Big B and an opportunity to watch the premier of the film with the stars.

"Watching a premier with their film idols is a big event in the lives of many people, especially those from smaller towns. These activities will definitely help widen the viewership base.

Mr Gupta said the channel would spend anywhere between Rs 5 lakh and Rs 50 lakh on these premiers depending on the star cast and scale of the event. "For movies such as Ek Ajnaabi, for instance, the spends would be phenomenal."

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