Television

MAX gears up for its next big innings

MUMBAI:Trust MAX to experiment and innovate - that too in style. After the much-hyped Cricket World Cup that reaped fruitful returns for the channel, it is now all geared up to create a similar buzz around its next catch - Devdas - ,the biggest blockbuster film of 2002 .

 

 

Mandira Bedi, who attracted many an eyeball during the World Cup, is all set to charm the viewers once again on Sunday, 27 April when the mega movie premieres on the channel at 8 pm.



Clad in the sari worn by Aishwarya Rai who played the lead role of Paro in the movie, she will host the interstitials disclosing facts, a peek behind the scenes and trivia associated with the movie. "Did you know that nearly 600 saris were brought in from Kolkata for her role as Paro," said an over-excited Mandira who gave only this one hint as to what was in store for the viewers.



The channel is pulling out all the stops to entice viewers. Apart from showcasing the making of the movie on 21 April, the channel will also air Dola Re Dole, an exclusive compilation of songs from the film.



"Presenting films on a channel is a different business altogether. The challenge faced by our channel is to differentiate our movies from that shown on other channels. So we decided to experiment and give the Indian audience a new experience of watching a movie ," said MAX executive V-P Rajat Jain.



"Max's perspective is to focus on big products. What the World Cup is to cricket, Devdas has been to films last year," he stated.



The interstitials will appear before the movie begins, during ad breaks and after the movie. "The whole idea is to generate excitement and interest among viewers. We will run a contest wherein questions will be flashed during the movie. The viewers will be required to SMS the answers. The lucky winners will win a free trip to Mauritius ," said Jain.



The other blockbuster movies lined up for the channel include Deewangee and Aap Mujhe Achche Lagne Lage to name a few. "Investment in the brand depends on the returns expected. Every effort has been taken to position the brand," said Jain, when asked if a similar hype would be created for all its blockbuster movies.



"After Devdas, we will be air the Rolling Stones concert on 10 May, followed by Indian International Film Awards IIFA sometime early June," said Jain of the future attractions on the channel. In addition, the channel has also announced a Friday Blockbuster Festival which will showcase some of the latest Bollywood flicks, starting 2 May till 22 June 2003.



Though it remains to be seen if the new experiment with Mandira gets the desired results, it is the channel's attempt to innovate and present movies and events in a more palatable style that keeps everyone asking - what next?

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/24/Untitled-1.jpg?itok=uUuTMLCE
Uri reaction: Zee considers dropping Pak shows from Zindagi

It makes sense, nationalism-wise. But, does it make sense, business-wise? An unexpected yet ideal tweet by media baron Subhash Chandra has catalysed a hot debate whether film actors from a hostile country should be allowed to earn millions working in the Indian film industry. His tweet follows in...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/24/non-%20tv.jpg?itok=UVXFUvEj
Non-news temporary uplinking approvals in 15 days

NEW DELHI: Applications from all non-news (general entertainment) television companies for temporary uplinking permission from the Government should be made at least 15 days prior to the scheduled events.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/23/Untitled-1_33.jpg?itok=XD1Juft_
DD allocates Rs 4.5 lakh for handloom programmes

Six kendras of Doordarshan will receive a total amount of Rs 4.5 lakh for telecast of programmes relating to National Handloom Day celebrated by the Textiles Ministry last month. The decision to reimburse the six stations for varying amounts was taken yesterday (22 September 2016).

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/Untitled-1_38.jpg?itok=ZbBkHH8h
Star Gold to air Dishoom on 25 Sept

Star Gold announces the World Television Premiere of one of the biggest hits of the year - Dishoom starring Varun Dhawan, John Abraham, and Jacqueline Fernandes, directed by Rohit Dhawan.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/Untitled-1_37.jpg?itok=BPSmaShG
DD media partner of Ziro Festival

Doordarshan is the media partner of the Ziro Festival of Music (ZFM) commencing today at the remote Ziro valley of Arunachal Pradesh.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/BARC_1.jpg?itok=tIWSy6so
Comedy Central, Movies Now, Discovery, Living Foodz ruled in BARC week 37

The English entertainment genre was dominated by Comedy Central whereas Movie Now retained the top position in the English movies’ genre. According to the week 37 ratings data of Broadcast Audience Research Data (BARC) India, Discovery Channel continued to rule the infotainment space. Living Foodz...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/Untitled-1_35.jpg?itok=LvV7yatt
Venkatramani new NBA president

ABP News Network CEO Ashok Venkatramani has been elected as the new president of News Broadcasters Association (NBA). Venkatramani was earlier the vice president and director on the board of NBA India.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/BARC_0.jpg?itok=tlEVnlIO
Sony TV garners positive rating; Colors replaces Zee TV in U+R market

Unlike other weeks, week 37 witnessed developments in terms of ratings and position. Though Star Plus continued to dominate the Hindi GEC (U+R) market but Colors this week replaced Zee TV at number two. On the other hand, Sony Entertainment Television saw a rise in ratings in Urban HSM market and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/22/Untitled-1_23.jpg?itok=dSTnE7rX
Channel ratings: Genre leaders continue to dominate

Times network shone this week with Times Now as the undisputed leader in the English News space and ET Now dominated the English business news genre. According to week 37 of Broadcast Audience Research Council (BARC) all India data, in the Hindi news genre, Aaj Tak continued to lead whereas CNBC...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories