Television

Max to create new time bands, plans brand campaign

NEW DELHI: After having made some aggressive forays to come at par with competition, SET Max, the Hindi movie-cricket hybrid channel, now is on a consolidation phase through a multi-pronged strategy envisaging big ticket movie acquisition, building up Sundays as a time band and snazzy packaging backed by aggressive marketing activities.

Also on the anvil is the unveiling of a `refreshed' brand campaign for SET Max towards the end of this month. This promo film too will revolve round the channel's mantra, `deewana bana de,' and will be followed in May by the premier of the Hindi-dubbed Spiderman.

"The last one year has been good for us. More so, because we managed to come from behind and today are a notch ahead of competition (that is primarily Zee Cinema)," SET Max business head Albert Almeida told indiantelevision.com today, categorically pointing out that sustaining the lead and building on it would be the focus for the new financial year, which started today.

 

 

According to Almeida, the channel has embarked on a game plan to create new time bands for movie viewing, which has been bringing in viewership from non-metro and smaller towns and cities. Such viewers, on an average, spend more time on the channel than their metro-centric counterparts, he added.

For Sundays, SET Max is looking at a mix of films that can be viewed by the whole family, while for the afternoon band, primarily watched by an average Indian housewife in non-metro cities, family and romantic films would be lined up.

"This sort of differentiation needs to be done as we have seen viewership keeps on changing from one time band to another. That's why, for Sunday, which we are looking to build up in a big way now, will have movies appealing to everybody in the family," Almeida said.

As part of the Hindi dubbed films, SET Max is looking at acquiring more recent films from the Columbia TriStar library as well as from other Hollywood studios. The type of films that would find favour traditionally fall in the action and sci-fi genre.

Pointing out typical examples of Hollywood Hungama will include films like Spiderman and Anaconda, Almeida said, "The aim is to give the non-metro viewers films that would generally not be made in Bollywood. When dubbed in Hindi, such films do attract a sizeable viewership, which is worth nurturing."

However, when asked about the financial aspects of the whole game plan for SET Max, Almeida demurred from extending details, saying, "The bottomline looks healthy and Max's share of contribution to the kitty has increased over the previous year(s)."

In 2006, when Sony's cricket properties come into action, Almeida feels packaging will play an important role. Though he sidestepped a question on programming and distribution synergy between Max and ten Sports, now part of the One Alliance bouquet, Almeida did admit that "such things could be looked into, especially by the distribution team."

Sony Entertainment had launched its second channel, SET Max, in the Indian market in 1999 and started with the telecast of the one-day cricket series being played out in Sharjah between Sri Lanka, Pakistan and the West Indies then. Events, cricket and Hindi movies were said to be the highlights of SET Max that is still being followed and built up.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/shemaroo.jpg?itok=97d82QDJ
Relive the Golden days with Shemaroo Entertainment’s “Friday Rewind with RJ Adaa”

Consumers are in for a treat as Shemaroo Entertainment has lined up a new series in association with Adaa, consisting of famous Bollywood songs.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/eros_0.jpg?itok=gtjDHe9Q
Eros International’s Marathi superhit Boyz 2 shines at the box office collecting Rs. 13 crores within 10 days of release

Eros International Media Ltd, a leading global company in the Indian film entertainment industry, has announced a very successful performance of its Marathi release Boyz 2 which has collected Rs. 13 crores within 10 days of its release on 5th October.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Network18_800.jpg?itok=GFctpNpK
Network18 reports improved numbers for Q2 FY19

Mukesh Dhirubhai Ambani’s media arm, Network18, reported improved numbers for the quarter ended 30 September 2018 (Q2 2019, quarter under review) as compared to the corresponding year ago quarter Q2 2018). The company reported 9 per cent y-o-y growth in consolidated revenue for Q2 2019 at Rs 1,237...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/media_0.jpg?itok=uJ3zJdcx
ZMCL reports more than quadruple profit for second quarter

The company’s consolidated operating revenue increased 35.5 per cent y-o-y in Q2 2019 at Rs 168.66 crore as compared to Rs 124.51 crore in the year ago quarter. Total income increased 34.7 per cent y-o-y in Q2 2019 to Rs 170.66 crore from Rs 126.71 crore in Q2 2018.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/wire.jpg?itok=rcsQVpJx
Eros Now Partners with Celcom; Consolidates Distribution in Malaysia

Eros International Plc (NYSE: EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its digital over-the-top distribution service

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/v.jpg?itok=sGu6lo2Z
TV Today Network subsidiary receives IT demand notices

TV Today Network Limited (TVTN) has informed the bourses that its wholly owned non-material subsidiary India Today Online Private Limited (ITOPL) has received separate demand notices from the Income Tax department.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/bbc.jpg?itok=qIYwGGq9
BBC Studios India and Mindshare’s I Can You Can wins two Silvers - Best Branded Content and Best Media Strategy at the Emvies 2018

BBC Studios India and Mindshare, India’s largest media agency, announced that it has won two Silvers at EMVIES 2018

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/HOP.jpg?itok=lvLK36Q0
NDTV launches India’s first mobile-only portrait live channel

New Delhi Television Ltd (NDTV) has launched India’s first mobile-only vertical live channel with the name NDTV HOP Live. India has nearly 432 million internet users and this number is growing at a rate of 4-8 per cent, according to Deloitte’s Technology, Media and Telecommunication (TMT)...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/times.jpg?itok=DGAvKOg1
Movies NOW, Romedy NOW and MNX celebrates this festive season with a special programming line-up

Celebrating the spirit of this festive season, Times Network's English Entertainment channels

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories