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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/judwaa.jpg?itok=ebbC7W7E
World Television Premiere of Judwaa 2 on Star Gold

This Christmas, Star Gold dons the Santa hat promising to indulge its viewers with double the entertainment, double the excitement and double the fun! The Home of Blockbusters announces the World Television Premiere of one of the most sought after films of the year – Judwaa 2. The film that raked...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/jyoti.jpg?itok=5pCqwT7a
Eros International inks co-production pact with Drishyam Films

Eros International Media Ltd (Eros International) has signed a four-film co-production deal with leading production house, Drishyam Films.

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/itw.jpg?itok=hmqKyLcJ
ITW Consulting bags in-stadia ad rights for Ind & Aus tours of SA 2018

ITW Consulting, India-based sports management company, has acquired in-stadia advertising rights for the Indian and Australian Tours of South Africa for 2017/2018. ITW Consulting rights will market and sell these in-stadia advertising rights to non-South African companies and entities.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/kids_0.jpg?itok=b5ZsY1mu
Nickelodeon kid's choice awards 2017

Nickelodeon Kid's Choice Awards (KCA) 2017, presented by Dabur Red Paste, powered by Jolly Rancher in association with Yellow Diamond and Funskool and Apis Honey took place on 15 December 2017.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/focus_0.jpg?itok=pOn0X1ZX
Focus Group to launch Kannada news channel

Focus Group is now focusing on south India with its upcoming news channel Focus TV Kannada News.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/STAR.jpg?itok=US-ROVhF
Panchal helps Star Bharat top Hindi GECs across genres

Optimystix Entertainment’s Indian comedy sitcom Kya Haal Mr. Panchal on Star India’s FTA Hindi GEC Star Bharat has been amongst Broadcast Audience Research Council of India’s (BARC) weekly list of top-five Hindi GEC programmes in the HSM markets, more so during primetime. In week 49 of 2017:...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/%26privehd.jpg?itok=iF9fuA6W
&Privé HD celebrates the birthday of the Steven Spielberg

&Privé HD, the English movie channel, presents Club Privé: Spielberg Edition – a curation of five of Spielberg’s best movies exploring different sides of human emotions. The special will air from 18 to 22 December at 11 pm only on &Privé HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/17/greengold.jpg?itok=nKMJWQ6p
Green Gold’s golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/16/Gujarat_elections.jpg?itok=_UNo5uA8
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories