Specials

Content segmentation defines English entertainment, movies in 2017

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/11/content.jpg?itok=_cngnLaW

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD.

Content segmentation has emerged as a big success for English entertainment and movies channels. Consumers today are evolved in their choices, they are abreast of the latest titles and keep track of their favourite stars and directors.

Times Network, with seven movies channels, garners one-third of the English viewership in India. It launched a channel named Movies Now 2 in 2016 and in July 2017 it was rebranded to MNX. In its inaugural week, MNX topped the chart with 2814 impressions (000s) sum. MNX was unveiled with the telecast of its first big bang movie- Mad Max Fury Road on 15 July 2017. 

Times Network EVP & head- entertainment cluster Vivek Srivastava said, “2017 has been a busy and exciting year for Times Network’s English entertainment channels. We have maintained leadership of existing brands and successfully launched new brands and created lively consumer proposition. Movies Now has maintained leadership in the category. MNX has been the most successful launch from the cluster, maintaining a very healthy lead above HBO. MN+ and Romedy Now continue to maintain a high share of mind in their respective categories.”

Zee Entertainment Enterprises Limited (Zeel) and Sony Pictures Television (SPT), in October 2017 announced that they have entered into a first pay features deal bringing a range of premium films to Indian audiences.

As part of this, Zee will have the first access to Sony Pictures releases over the next few years. The new pay one deal marks the first between SPT and Zee Entertainment Enterprises in India and includes blockbusters as Spider-Man: Homecoming, Blade Runner 2049, Baby Driver, The Emoji Movie and Life, among others.

In September, Zeel launched a new English channel named &Privé HD with the tagline ‘Feel the Other side’. &Privé HD also introduced a unique technology on its social platforms – the world’s first twin screen trailer. This distinctive technology enabled viewers to experience the other side of cinema with the help of a second device in a fun and engaging manner.

For the premiere of Moonlight, the channel created a larger-than-life installation of a gun on a rainbow coloured platform, and for the premiere of Pelé, &Privé HD paid an ode to the legendary footballer with a magnificent installation of a life-size goal post with the numbers 1281 made out of multiple footballs depicting the total number goals Pelé scored. In December 2017, the channel celebrated the master storyteller, Steven Spielberg’s 71st birthday with a festival of some of his most notable films – Bridge of Spies, Amistad, Catch me if You Can, The Terminal, Super 8, etc.

Branded content is being added to channels to increase the viewership pie. The addition of subtitles has enabled Indian viewers to follow the flow of American, British and other unfamiliar English accents. Thus, viewership is impacted positively, and hence, English SLS (same language subtitling) became the norm on all English language TV networks.

Star World has an interesting line-up of new shows for 2018, including season two of the American Crime Story which features prominent international stars such as Penelope Cruz and Ricky Martin, and season one of the American supernatural sitcom Ghosted.

Sony Pix will bring an assortment of movies like the 2017 American erotic romantic drama Fifty Shades Darker, The Fate Of The Furious, which is the eighth instalment of the car-based action franchise, Despicable Me 3, a 3D computer-animated action comedy about mischievous minions and Gru, and the musical comedy Pitch Perfect 3.

In October, Disney launched a GEC Disney International HD Disney. The English GEC has 100 per cent exclusive and original content and caters to the age group of 14-25 years. According to Disney India country head Abhishek Maheshwari, kids grow out of animation after 14 years.

The year ended with a blockbuster deal where the Walt Disney Company acquired 21st Century Fox’s film and television studios for $52.4 billion. After the acquisition, 21st Century Fox will separate the Fox broadcasting network and stations, Fox News channels, Fox Business Network, FS1, FS2 and Big Ten Network into a newly listed company ‘Fox’.

With one merger out of the way, the big studios remaining are Warner Bros, Universal, Viacom’s Paramount, Sony Pictures and The Weinstein Company.

The English movies TV channel market in India is worth Rs 4.5-6 billion and the viewership of English content on HD channels is on the rise. In 2015, India had five million HD STBs, which saw a 160 per cent increase over the past three years. Today, India has around 10.8 million HD STBs.

"English movies have always been about smart acquisition and smart scheduling. Consumer segmentation will dial up the next level of growth for the cluster in 2018. Social media has played an important role, getting consumers closer to their content. As long as the platforms have a distinct offering and stay true to their content, viewers will be there", Srivastava added.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/sun_0.jpg?itok=qe2OCQAU
Sun continues to shine on its namesake broadcaster

Television penetration is high in South India about 95 per cent as compared to the national average of about 65 per cent. A little less than forty per cent of television viewership in India is from South India. According to a Sun TV Network investor presentation, the addressable television...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/14/year_0.jpg?itok=YmsXp7Oc
Star India awaits cricket bonanza in 2019 after solid sports growth in 2018

Uday Shankar, who was recently promoted to president of The Walt Disney Company Asia Pacific and chairman of Star and Disney India after the Fox-Disney units combined, has disrupted the Indian sports broadcasting business in the last couple of years.

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/Deepika_Tewari.jpg?itok=CH-WK1ee
Modern brand marketing methods not just digital-exclusive

The use of the internet and other digital media and technology to support 'modern marketing’ has given rise to the concept of digital marketing, and we at Tanishq believe that the focus has always been on building a 360-degree marketing plan, with seamless integration of products, services and...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/aaa_1.jpg?itok=0Cnszvsa
Expectations from the brand and marketing industry in 2019

The world of marketing is perpetually changing with constant innovative practices in the field of social media and automated ad tech. As broad-brush marketing techniques have dwindled, brands are battling to maintain their originality and meet customer expectations in an ever-evolving...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/st.jpg?itok=t88Gntxw
2019 OTT TV trends in Asia and India

2018 wrapped up as a fascinating year for OTT TV in Asia, with global content owners, Pay TV operators, and OTT players all ramping up their direct-to-consumer OTT offerings. With falling smartphone prices, OTT content market saw a boom in India as players across the spectrum set up shop. Original...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/10/DTH.jpg?itok=ZQjy1M4D
TRAI tariff order, disruption posed challenges to DPOs in 2018

Distribution platform operators (DPOs) in India trod a tricky terrain throughout 2018. Both DTH and cable operators continued to face the heat of Jio FTTH, the rapid growth of over-the-top (OTT) platforms and the uncertainties posed by the implementation of the new tariff regime towards the end of...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/08/dis.jpg?itok=jRIvDAGn
Infotainment went the local way in 2018

In 2018, the one common phenomenon that the whole television industry witnessed was the hijack and capture of part of its territory by OTT platforms wooing audiences with original content. That was the time when TV space woke up to secure its presence and fill in the gaps with localised content...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/07/YEAR.jpg?itok=HT0KYt1c
Indian M&E saw mix of regulations change the game in 2018

If TRAI’s tariff regime for the Indian broadcast and cable sectors --- in suspended animation from sometime end 2016 --- did not occupy top mind space of the industry in 2018, the year just gone by could also boast of some other major regulatory exploratory moves that could have deep impact on the...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/03/year.jpg?itok=1nukyBdt
What were the merger trends for marketing in 2018?

The year 2018 will be known for a lot of things. It has been one of the most imperative years for the advertising and media industry. This year broke shackles and ideologies of how people traditionally perceived the industry. I think it is safe to say that the marketing books hereon will have a...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories