Television

Filmy GRPs scale all-time highs of 58; Breathes down Star Gold's neck on Time Spent

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FILMY, India's youngest Hindi movie channel, has achieved an all-time high of 58 GRPs according to TAM (CS4+, HSM) W eek 30 data. This remarkable benchmark has been achieved in a short span of just 23 weeks post its launch, at a reach level of 33%.

Shantonu Aditya, CEO, Sahara One Media And Entertainment Limited, said, "FILMY's explosive growth can be attributed to its innovative approach towards programming with original content & movie jockeys forming the cornerstone of its strategy. Its refreshing fun & irreverent attitude has been well supplemented with a choice selection of latest blockbuster Bollywood movies."

This remarkable GRP jump comes on the back of FILMY's biggest blockbuster Hanuman , which scored a healthy TVR of 0.8. In fact, FILMY's channel share during the telecast of Hanuman was higher than Star Gold, Max, Star Plus, Zee TV and Sony Entertainment Television. All key markets have now crossed the 30 GRP mark with most markets across major metros & the Hindi heartland, showing significant growth & notching their best ever GRP numbers.

"We are glad that within such a short span of time, FILMY has been successful in highlighting its long-term commitment towards driving novelty and production quality in Hindi Movie programming, and in providing a variety of choices to our viewers. It has helped us provide a complete bouquet of Hindi television entertainment to meet the diverse demands of marketers, advertisers and viewers of different demographics." -- Ashutosh, Business Head, F ILMY

Taking a cue from the latest TAM report, F ILMY has undertaken a strategic programming re-jig. Original programming content which has proved to be such a success, will be further extended across all time-bands & movie content. Most movies screened on F ILMY will henceforth have original programming based 'FILMY Hot Breaks', a 90 second long fun segment, aired during the breaks of 21 movies a week i.e. -the 10 am, 3 pm and 8 pm movies. Lallan and Rokkky will packs these crisp intervals with humorous anecdotes, gags and interviews related to the ongoing film. The 'FILMY Hot Break' will sometimes also present film related snippets , trivia and the spoof Tedhi Baat.

'Aaj Ki F ILMY Khabar', India 's first authentic film news program, will now be aired in a half-hour weekly format in the Saturday 7:30 pm timeslot. AKFK cuts the gossip and the fluff, and presents news, in-depth analysis, issue-based debates, facts and figures, from the box office the way you would like to watch.

Finally, amplifying the humor quotient of the channel , Meri Bhains Ko Anda Kyon Mara? has become a daily 60 minute comedy show where the legends of comedy --- Govinda, Paresh Rawal, Kader Khan, Shakti Kapoor, Johnny Lever and many more --- tickle the viewers' funny bone with some of their funniest scenes ever!

In May FILMY announced 'Short Films on FILMY' - a hunt for India's Best Short film. This initiative provides the ideal platform for India's best & brightest short-film makers to showcase their talent. This, like other programs was applauded by the audience and received tremendous success. The shortlisted films will be aired from the third week of August.

In the recently concluded Promax-BDA 2006 India Awards, Filmy won more awards for its Marketing and Promotion related activities than any other competing channel. The channel bagged 4 awards for:

Gold - Best On-Air Branding (Filmy Launch TVCs)

Silver - Best Marketing Collateral (Filmy T-Shirts)

Silver - Best Sales and Marketing AV (Filmy Sales AV)

Silver - Best Set Design (Lal Gulab ? The Red Don)

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