Unravelling Housefull Action's strategy

MUMBAI: One of the most loved film genres across geographies was action was the thought that prompted the launch of a new movie channel – Housefull Action. Launched on 21 February this year, the channel specifically caters to the action hungry audience that is constantly looking for more. The channel says that it will be showcasing the best of content from Hollywood, Bollywood and Tollywood.

Housefull Action is marketed by White Pixel in association with Swami Films and is broadcast by Triumph Media Vision Pvt Ltd (Triumph MVPL).

Speaking with, Swami Films founder and director Ajit Joshi said, “With the launch of Housefull Action, our aim is to cater and entertain the action movies lover. Primarily, our focus will be on South Indian movies but we will also be airing Bollywood and Hollywood action films.”

To ensure that even the interiors of the country could view its offerings, the channel first launched on DD Freedish. Currently, Housefull Action is available on Dish TV’s DTH platform, as also on Den, Hathway and major MSOs’. Further, the channel is in talks with other MSOs’ as well, hence in the coming couple of months the distribution of the channel will become more robust.

Marketing strategy

Being just two months old, the channel is yet to have advertisers on board. In the meanwhile the channel has sold time slots to several brands for teleshopping. On an average, sources within Housefull Action said that the channel earns revenues of between Rs 60,000 to Rs 70,000 for half an hour from teleshopping. On a given day, the channel airs teleshopping for four to five hours.

Unravelling Housefull Action’s strategy, Joshi said, “There are two ways for the business - teleshopping or commercial advertisements. We will go with the both the ways in future.”

With digitization happening across metros the channel will be generating revenue through ad sales, Joshi said, “White Pixel clearly feels that it has been getting good response from the market and that people are keen to add more channels in the plans to build frequency”.

Joshi revealed, “We are waiting for our BARC ratings to stabilize so that we can pitch to our advertisers. Keeping our competitors in mind, we will freeze the 10 sec ad rates. We have good financiers working with us, therefore we hope for the best.”

Triumph MVPL director Sudhir Singh said, “There is a huge market available for the action genre and we want to capitalize on it. We have done our primary research work and the results show us that this market still wants more action movie channels”. While sources within the channel revealed that it is looking to garner around 15 to 20 GRPs’ in the first year of launch Singh explained, “We are not in the numbers game here. We clearly want to sustain ourselves and be there.”

White Pixel director Abdul Aziz Khan said, “Within the Hindi movie genre, ours is a niche genre. For the action movie genre, the core audience is male (age group 15 +). Since there are not many players who cater to this niche genre, we will be targeting those brands that are looking to cater to the male TG as their primary audience.” Reiterating, Aziz said, “We have a very clear definition of catering to the hard core action lover who is primarily male and taking to that audience to the advertisers who want to target the male TG.”  

To garner eyeballs, Housefull Action currently spends around Rs 20 to Rs 25 lakh towards marketing with plans to up that figure to about Rs one crore. There are also plans for on-ground activations and other marketing activities lined up for the coming months.

Joshi further revealed that apart from the movie channel, his group is planning to launch a website very soon. “For the first time a movie channel will go live. Audiences can watch movies of their own choice. They can easily log in. Initially it will be free of cost. 

Sources within the channel say that it has movies like Border, Sarfarosh, Shehenshah, Deewar, Tridev, Deva, Rakshak and Kalavaram in its library.  According to industry sources, the acquisition prices of the movies that the channel has in its kitty so far have ranged between of Rs 5- 50 lakhs.

The management says that it will be pumping in money to strengthen its distribution as it wants visibility across all platforms. It also wants to build its visibility by targeting the trade fraternity and customers directly by giving them regular updates on the developments at its end. It has plans to acquire other interesting properties on a regular basis.

The group managing Housefull Action has firm plans to make its venture a profitable one. It is left for time to determine how successful its efforts will be.

Latest Reads
31st October: Genuine effort wasted

Rather late in the day, 31stOctober is a film about the Sikh genocide of 1984 in Delhi in the aftermath of assassination of the then prime minister of India Indira Gandhi. She was killed by her security guards, who happened to be Sikh. That assassination, again, is attributed to the anger of the...

Movies Hindi
TV premiere of Daniel Craig's 'Spectre' on 23 October

Movies Now is all geared up to air the television premiere of the Daniel Craig starrer James Bond movie Spectre. With Diwali round the corner, the movie will hit the TV screens on 23 October at 1 pm and a repeat telecast at 9 pm.

Movies Hollywood
Jio MAMI: Royal Stag Barrel joins Star to promote short films

The Jio MAMI 18th Mumbai Film Festival with Star has managed to involve Royal Stag Barrel Select Large Short Films to provide a platform within the short films category.

Movies Hindi
India against obstructing Fawad film; Maharashtra assures 'protection'

Even as PEMRA's ban on Indian content looms, the Indian Government has made it clear that it will not create any impediment for the release of producer-director Karan Johar’s 'Ae Dil Hai Mushkil’ starring popular Pakistani actor Fawad Khan, among others.

Movies Hindi
'Thithi' to open Dharmashala fest; to screen 45 features and shorts

A total of 45 features and shorts are to screened at the fifth Dharamshala International Film Festival (DIFF) to be held from 3 to 6 November.

Movies Hindi
New films: The business of a few lakhs

The dull pre-Diwali period has taken its toll. The films released recently as well as last Friday have fallen like nine pins. Some of these have been forced to commit hara-kiri as they would not be able to get playtime at the cinemas in peak period when the flow of star cast films is regular. The...

Movies Hindi
Bollywood supports Govt's Pak policy; pleads for ongoing projects

NEW DELHI: The Film & Television Producers Guild of India Ltd today expressed “genuine concern of all those film producers who have invested heavily in films featuring artistes from across the border.” Even as it expressed unflinching support to the Central Government and solidarity with the...

Movies Hindi
MotuPatlu: King Of Kings (3D).......Kid stuff

MotuPatlu: King Of Kings (3D) is India’s own homebred animation film featuring characters of the popular Hindi comic strip of the same name that features in Lot Pot magazine.

Movies Hindi
Competitive short film fest to coincide with Risk Development meet

NEW DELHI: A short films competition on the theme of Risk Sensitive Development for Community Resilience will be organised at the Asian Ministerial Conference for Disaster Risk Reduction (AMCDRR) 2016 being held here.

Movies Short Films

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories