HBO rejigs Monday lineup with 'Generation Me' initiative

MUMBAI: HBO continues to innovate through diverse themes. The latest one targeted at the youth is called HBO Generation Me. The catchphrase being used is 'Because you deserve entertainment to call your own!' 

The programme kicks off at 3:45 pm every Monday from 2 June. Two programmes will air back to back, starting with the countdown show on weekly box office hits in Box Office America, followed by premieres, blockbusters. There will also be films on the hottest rising stars in a novel format that changes every week.

Box Office America is a news based special. It includes a count down of the top ten movies in the US every week. It also focuses on the latest movie news. There are interviews with stars and directors every week and HBO gets special access to behind-the-scenes at film locations. In addition, viewers can find out some interesting facts and a perspective of the world's best movie-making.

This will be followed by blockbuster movies. There are sub categories under this which include My Premiere, My Choice. The latter sees the channel showcasing movies from genres favoured by the youth as well as flicks that deal with the issues faced by the youth. Then one can also watch Young Hollywood . The channel will scout and showcase the "next biggest thing in Hollywood". Every month, one of Hollywood's finest upcoming, young stars will be identified and one of his/her best movies will be aired.

In this category, next month, Reese Witherspoon gives arguably her best performance so far as an obnoxious high school overachiever running for student body president who finds herself being opposed by an unlikely candidate in the satire Election.

Speaking on the initiative HBO South Asia MD James P. Marturano said:" The youth are recognised by HBO as an important group of audience who should have their own programming slot that is most convenient for their own viewing. HBO believes in giving the youth what they want."

"HBO Generation Me is not just another montage of movies slapped together but the different sub-categories provide an element of variety and freshness for the brand" Marturano added.

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