MAM

WB ad revenue up 56 per cent in first quarter

MUMBAI: English movie channel WB has posted a 56 per cent ad revenue growth in the first quarter of this year compared to the year-ago period, according to a senior Turner International India executive.


The channel has doubled its client roster, providing scope for revenue growth. Currently, WB clients span across sectors including Lifestyle and Beauty, Automobiles, Financial, and Telecom. The roster includes L’Oreal, Yamaha, Volkswagen, Tata Motors, TVS, Coca Cola, Pepsi, Edelweiss, Bajaj Allianz, Samsung and Phillips.
 
Says Turner International India GM entertainment networks, South Asia Monica Tata, "The increase in clients has resulted in a healthy first-quarter with WB locking in 56 per cent revenue growth over the same period last year. Additionally, we have also seen a robust 77 per cent growth in inventory over Q1 last year."


As had been reported earlier by Indiantelevision.com, WB’s Mega Action movie block will spice up June with classic, adrenaline pumping movies such as ‘Blade’, ‘The Matrix’ and ‘Superman’ every weekend.
 
"The English movie genre sells on perception and, thus, great stress is laid on the look and feel and the packaging of the channel. WB from launch to date has always received excellent feedback on its packaging from the industry. In sync, the WB June Mega Action stunt has been slickly packaged peppered with loads of action moments that will surely set viewers pulse racing. Showcasing Hollywood‘s biggest blockbusters and adrenaline pumping movies such as ‘Blade’, ‘The Matrix’ and ‘Superman’, the June Mega Action will spice up weekends for all action lovers," says Tata.


The channel will premiere the movie ‘Splice’ on 29 June.


The WB June Mega Action is being promoted on-air, off-air and digital platforms. The marketing campaign includes print partnerships with key English dailies such as Mail Today, Mid Day & Time-Out to create buzz about the action line-up. On ground, PVR theatres across Delhi and Mumbai will promote WB June content. Online movie buffs can log-on to the dedicated website www.itsonwb.com to get the full Mega June schedule as well as participate in the WB Mega Action contest. For clues, viewers can visit the WB Facebook page www.facebook.com/itsonwb .
 
"Direct consumer interaction/engagement is a key focus of WB’s marketing strategy. And thus, the WB Facebook page is an exciting one with daily and constantly updated, encouraging conversations about movies, exchanging trivia and is peppered with fun and exciting contests. Further, even the off-air focus is on effective placements which are frequented by movie lovers such as cinema halls, coffee shops and book stores," says Tata.


Asked about the trends being noticed in the English movie genre, Tata says that a key trend is the extension of the prime band from 9 pm to 11 pm. "This year being cricket heavy, most channels focused on building the 11 pm slot. Additionally, with India still largely being a single TV household, typically the male TG gets sole access to the remote, post 10:30 pm. Thus, WB is fully geared to bring the best at the 11 pm slot."

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