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It's got the look. A peek at the new face that Max, the
digital movies and events channel from the Sony Entertainment
stable, will be presenting to the world at 7 am on Republic
Day (26 January) certainly corroborates that.
Speaking to the media during what could be called a coming
out party, Rajat Jain, executive vice-president and business
head, MAX, said there would be a renewed focus on building
the Max brand as a separate entity rather than as an adjunct
of SET. The restructuring process that was undertaken last
year had split SET and Max into two business units to give
each channel the requisite focus, Jain said.
The aim is to build up Max for the future for which there
will be adequate investment pumped in, Jain said, adding
that once the new look channel went on air
there would be some changes in the MAX logo and elements
for all promotables like Maha Movie and Mera Movie, for
instance, plus elements like promo end pages, menu pages,
lower thirds, new packaging audio, etcetera.
 Queried
on what the channel proposed to do with its cricket property
(Max has the rights to cricket played in Bangladesh for
the next six years), Jain said they would be utilising it
but stressed that movies would be the main focus.
Though Jain refused to get drawn into a discussion on whether
Max would phase out cricket from its itinerary it is clear
that Max is positioning itself as a movies and events channel
rather than a movies and cricket one as was earlier the
case.
 Detailing
what went into the new look of the channel, Jain said: Under
the supervision of the channel's creative team, the new
look has been executed by the top notch, International award
winning design house, Belief which bagged a pitch that was
open to seven other reputed international design houses
from the USA and UK. Belief did the creatives on the new
look that SET went in for at the end of last year as well.
 Jain
says: "We have spent close to six months in conceiving and
executing our new look. And I believe that all the time,
and the quarter of a million dollars we invested in the
project, has been well worth the effort.
Jain added that his team was working on a programming schedule
that would be clued in to the needs of both the advertiser
and the viewer which would be ready by March.
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