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Says Rajat Jain, executive V-P & business head of MAX, "Since
this will be very much like the lone interval we are used to in
cinema halls, it should provide our viewers with a cinema-hall-like
movie-viewing experience in the comfort of their homes."
Indiantelevision.com put the poser to Jain as to how he expected
to recover revenues as advertisers would be loathe to shell out
more for the spots during the four-minute commercial break. Advertisers'
argument could well be that the probability of viewer switchover
during the interval would be even higher than normal after watching
a film at a stretch (especially considering Hindi films are so long
anyway). Says Jain, "From an advertising perspective, we are
certainly looking beyond the standard format of selling commercial
time. We believe that over time, once this concept gets established,
some more innovative revenue opportunities will emerge. An immediate
opportunity that an advertiser could get out of this is a stronger
association in terms of brand fit."
The main sponsor on such a film would get much higher deliveries
guaranteed as the question of clutter is ruled out, says Jain. He,
however, stressed that TAM viewership data over a four to six week
period would provide a clearer idea of what the actual response
was.
An added advantage the Mera Movie slot provided was that the movies
aired are based on viewer preference requested for each week by
voting on its website, max.setindia.com, says Jain. This by extension
guaranteed better deliveries even without the new innovation.
The one break innovation kicks off with the comedy Awara Pagal
Deewana on Sunday, 25 January at 1 pm.
Jain said, "We plan to screen more such films each month.
In February, there will be three more such single-break Mera Movies,
on Sunday the 1st, 8th and 15th of February at 1 pm, and we plan
to give our viewers some great family entertainers to choose from."
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