Financial Daily from THE HINDU group of publications
Wednesday, Dec 28, 2005
Financial Daily from THE HINDU group of publications Wednesday, Dec 28, 2005 |
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Marketing
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Strategy Variety - Entertainment & Leisure Max to air blockbuster movies on Sunday slot Our Bureau
Mumbai , Dec. 27 SUNDAY has emerged as the winning slot for Max, the Hindi movie channel of Sony Entertainment Television. The channel, which has recently acquired major blockbusters, plans to slot these properties in the 9 am-9 pm slot. "This slot is as valuable as prime-time. We have been able to increase our ratings in this 12-hour slot,'' Mr Albert Almeida, Executive Vice-President and Business Head, Max, told Business Line. Max, which has already aired Yash Chopra's Veer Zaara, has lined up other major blockbusters for this slot. They include Mangal Pandey, Parineeta, Kaal, Waqt, Dus, Iqbal and Tango Charlie. "We have launched a marketing campaign to promote the Sunday Houseful property,'' Mr Almeida said. Max has been able to increase its revenues through this strategy of using the Sunday slot. "Mass audiences like to spend their quality time at home on Sunday and with out of home entertainment not yet being easily available a movie on television is their best option,'' Mr Almeida said. On advertisement breaks, Mr Almeida said that Max has much less ad breaks as compared to other channels. "But ad breaks are going to be there unless the revenue model changes.''
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