Pix's ‘Big Break’ initiative ahead of digitisation

MUMBAI: In a bid to further engage with its viewers and build brand affinity, English movie channel Pix has announced a new marketing initiative – ‘Big Break’.

The initiative will give a winner the chance to be part of a promo for the channel which will air in March. The winner will also be used for other channels in the MSM stable like Sony and Sab.

Interested parties can submit a one-minute video of themselves online enacting a scene from one of their favourite films. The last date for submission of entries is 18 February.

Ten people will be chosen and flown down to Mumbai. One winner will be chosen and will get the Red Carpet treatment.

“With digitisation going to happen, it is important to remind people that Pix is a ‘must have‘ channel. We want viewers to feel committed towards us and to engage with us,” said Pix business head Sunder Aaron.

A few years back, Pix had launched a short film festival initiative. Inspired by the response to that, the channel has gone ahead with this initiative.

Pix marketing head Himmat Bhutalia noted that channels in the English movie genre are not doing enough at building brands. “While titles are important, brand recall needs to be created. It will be important for viewers to know what a brand stands for as we move into a digital arena where viewers will choose to carry a channel or drop it. Pix has a larger variety in content. We are also more into engaging in a dialogue with viewers," he said.

In terms of marketing, digital will be a greater focus area for Pix this year. "We took our local initiative chicks On Flicks online. We are also looking at extending our Pix movie Club initiative to the web. Traditional media is a one-way dialogue. With digital you can change your communication faster based on feedback,” averred Bhutalia.

To market ‘Big Break’ the channel is using print, radio and television spots on MTV and Bindass.

Bhutalia expects most respondents to be in the 15-30 year age group. On the ground, the channel is using an event management company to go to select schools and colleges in Mumbai and Delhi. There fans can make a one-minute video.

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