Financial Daily from THE HINDU group of publications
Thursday, Mar 30, 2006
Financial Daily from THE HINDU group of publications Thursday, Mar 30, 2006 |
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Marketing
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Outlook Variety - Entertainment & Leisure Filmy eyes 40 m homes Ajita Shashidhar
Mumbai , March 29 Sahara One Media and Entertainment's new film channel, Filmy, hopes to reach at least 40 million homes (in the Hindi speaking markets) in the first year of operations and grab close to 50 per cent of the viewership and revenue shares of the genre leader. The channel is upbeat about its performance in the first month-and-half and claims that it has received the highest launch GRPs (30) across genres. Mr Ashutosh, Business Head, Filmy, attributes this to the channel's differential programming strategy. "Our biggest differentiator is the variety of content we offer around the films. We have four anchors who give film-related content and make the viewers watch movies along with them." Mr Ashutosh says that there is a war of titles in the movie genre, and the channel, which manages to have a couple of big releases each month, becomes the leader. "This is something we are trying to change with our innovative content. Today, there is hardly any differentiation in the segment. The only differentiation that a movie channel has today, is perhaps its individual logo." The various film-related content offered by the channel includes a daily film news show, recaps of the film that is being aired during the commercial break and so on. And the coming months, according to Mr Ashutosh, would have more film-based shows. On the cards are shows such as Rockkky 99, which would be an half-hour show on the 99 most sensational moments of Bollywood, a musical countdown show and a number of chat shows around Bollywood trivia and gossip. "All the content that we air apart from the films are high cost original programming and we are spending as much as a small general entertainment channel would do for its content," said Mr Ashutosh. The channel would also go ahead with its usual focus on premiers. "We have lined up four premiers for the month of April, which include films such as Hum Kaun Hai and Hanuman. Also on the cards is Aath Bajega Filmy Challega, where in we promise to air a recent release through the month of April at 8 pm," said Mr Sailesh Kapoor, Marketing Head, Filmy.
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