MUMBAI: Over the weekend English movie channel Movies Now in a marketing push to promote its Spectacular Spielberg initiative recreated a dinosaur at Infiniti Mall in Malad through Augmented Reality. The ferocious Tyrannosaurus Rex was spotted feeding its babies and protecting them.

Passerby could interact with a digitally created dinosaur right in front of them. The broadcaster adds that the interactive dinosaur built curiosity amongst all age groups. On 14, 15 April the channel will do a similar stunt at Ambience mall, Gurgaon.

Times Television Network CEO English entertainment channels Ajay Trigunayat said, ?At Movies Now, we have believed in bringing many firsts to our viewers. With the first ever HD viewing concept, to the
library led movies, we have showcased the never seen before movies series like Charlie Chaplin in the English Movies Channel genre, we only look forward to offering better and bigger. Through the ?Spectacular Spielberg? movie festival, we have put in all our efforts to k ep the imaginative world of Spielberg alive. We have focused on a 360 degrees promotion, some really innovative and out of the box ideas that no other channel in this space has ever attempted. We feel immense pride in promoting and celebrating a Director and Producer par excellence and for whom only the sky is the limit?.

Every Thursday at 9 pm for three months Movies Now is showcasing Steven Spielberg?s blockbusters.

Mumbai: The landmark year witnessed a revolution in the English Movie Channel category with the launch of MOVIES NOW - India?s First HD English Movie Channel. The channel from The Times Television Network bouquet celebrates its first successful year on 19th December 2011.

Since inception, the channel aimed at challenging the existing status quo in the industry. It has not only dominated the ratings but has also catapulted the entire category viewership by a whopping 50% with an increase in GRPs from 50 to 74 points:

• A phenomenal increase in the reach from 46 million to 56 million viewers!
• An incredible increase in the TSV (Time Spent per Viewer) from 42 minutes to 55 minutes!

Month on month with consistent top deck ratings, MOVIES NOW, the proverbial new kid on the block has now firmly established itself as a leader in the English Movie Channel Category.

MOVIES NOW is the first 24 hour HD channel to launch in India for the discerning viewers. Today, the channel boasts of setting a high audio-visual quality benchmark for all channels hereby creating a new wave in the industry. The TAM ratings for the past 51 weeks (week 52, 2010 - week 50, 2011) across 8 metros are a strong affirmation of the channel?s leadership in the English Movie Channel category. With a relative channel share of 30% across all 8 metros and unrivalled performance in 1mn+ towns, all India & across time-bands, MOVIES NOW is the clear favourite of the audiences. *(Source: TAM, TG: CS 15-34 AB, All 8 Metros, Period: wk 52 ?10 - wk 50 ?11)

Congratulating on the channel success, Mr. Sunil Lulla, Managing Director and Chief Executive Officer, Times Television Network said, ?Times Television Network is committed to deliver distinctive brands to its viewers and advertisers. MOVIES NOW has made a break-through on both fronts by redefining the viewing experience with its stunning picture quality and awesome surround sound experience. We congratulate our audience and our partners on being an integral part of this success!?

Speaking on the occasion, Mr. Ajay Trigunayat, Channel Head, MOVIES NOW said ?We had a clear mission for MOVIES NOW when we launched last year to bring a stellar brand to the viewers. The past one year has
been nothing less than a dream come true for all of us. I want to thank all our support groups: from our audiences who are our biggest critics, to our distributors and our business partners. We at MOVIES NOW are working towards ensuring that the product is even more entertaining for our viewers, so that we are loved more and watched more.?

With its superlative content and packaging, MOVIES NOW is the best partner for brands seeking urban affluent audiences! With over 200+ brands already advertising on MOVIES NOW, the channel has become one of the most sought after channels in the country. MOVIES NOW offers the highest Reach & TSV across all English Channels!

MOVIES NOW has always led by example and has been a pioneer of many FIRSTS. From its library led movie collection to innovative programming, from its zany promotional teasers to its reach, the channel has always had the foresight to offer its viewers something that never existed in the English Movie Channel Category. This strategy was backed with the zest of exploring potential markets. Apart from having a homogenous distribution across all 8 metros, MOVIES NOW has also partnered with all DTH platforms ? Tata Sky, DISH TV, Airtel Digital TV, Videocon D2H, Reliance Digital TV, and Sun Direct for a wider audience reach.

On the road ahead Ajay further elaborates ?MOVIES NOW will augment its phenomenal reach by enhancing Digital availability. Also, we are looking at aggressively increasing our reach from all metros to the 1 million + markets. We at MOVIES NOW have always believed that the English Movie Channel Category is a mass product and are continuously expanding the viewership base.?