Television

Movies Now gets ready with a ‘Rush’ of adrenaline

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/07/22/Rush.jpg?itok=cuET69EW

MUMBAI: Movies Now is treating its viewers to a rush of adrenaline -literally! The channel will soon launch a new drama series aptly titled ‘Rush’ staring Welsh actor Tom Ellis as Dr William Rush.



Dr Rush is a “medical fixer” hooked onto pills, working from his Mercedes and tending to the cr?me da la creme of Los Angeles on the quiet. Rush is a bad boy with a good heart who has lost his position as an ER doctor after an impulsive decision taken earlier went wrong.

Entertainment Weekly after the telecast of the first episode of the series in the US said, “Rush might be USA's darkest -- and most interesting – show. Rush is the guy you want to call if you’re a famous athlete and your girlfriend needs stitches after you’ve physically abused her, for instance. Or he’s the guy you want to call if you’re a famous movie producer who just broke his penis and you don’t want the paparazzi to catch you on the way to the hospital. Rush makes up his own fees on the spot—and they’re high—and asks for cash payments upfront.”

And USA Networks, the network that airs the show in the US, has this to say on IMDb, the popular movie and television reference portal – “Dr. William Rush is not your average on-call doctor. He's not attached to any hospital, he's highly discreet no matter what the ailment as long as the client can pay his cash-only premium and the doctor can party with the best of them. He has no desire to change his life or how he lives it, until an old flame and his conscience begin to stir things up.” USA Networks ‘Rush’ logo currently includes the tagline ‘Lifestyles of LA’.

Rush premiers in India on 7 August at 11:00 pm with a repeat scheduled over the weekend. The maiden season will consist of 10-12 episodes which according to some planners could cost anywhere between Rs 5 lakh to Rs 10 lakh per episode.

Informs Movies Now content head Mansi Shrivastav, “Rush is not an average medical drama. There is a sense of glamour, style and suspense attached to the show. There is a new twist to every episode which will provide our viewers a new perspective”. The channel decided to air it later in India as it needed more time to establish and market it well, considering the fact that it is a new season.



Since the series had already been broadcast in the US, www.indiantelevision,com queried - Would downloading of the new series by Indian fans be a problem?  Shrivastav avers, “Downloading is a major problem, but it is often more of an access problem as everyone can’t download a new show, but people do share it via their hard disks. And since it is a new season the problems may begin once the viewer starts consuming it and it gains popularity.”

To leverage its viewers who view the 9:00 pm prime time movie and ensure stickiness, Movies Now has decided to air the show during the 11:00 pm slot. The channel believes that once the prime time movie ends, its viewers would continue to watch Rush and not switch to some other channel.

Movies Now marketing head Shantanu Gangane reveals that Rush will be marketed through a three week long marketing plan. “The promotions will run on all of our five channels. We will also have print ads. We also plan to initiate a Rush helpline and an ambulance service to promote the series” he adds.





The marketing of the show will be focused mainly in the eight metros of Delhi, Mumbai, Kolkata, Pune, Chennai, Bangalore, Hyderabad and Ahmadabad and tier II cities. About the best performing market for Movies Now, Gangane further reveals, “Pune has contributed significantly at the category level which has seen a jump from five or six per cent to 18 per cent. Mumbai and Delhi meanwhile continue to rule the roost alternately. Ahmadabad has seen a dip from four per cent to two per cent.”

 



In a category where channels are aggressively trying to position themselves differently, Shrivastav says that the channel sees opportunity in commoditisation. “Promotions earlier were seen for ‘Movie of the Month’ but today promos are being created even for the day’s movie. We believe in investing in good content" 

Marathon is a strong property for which there has been a great advertising response, she adds. According to some media planners the advertising plus subscription revenues for the English genre category is around Rs 950 to 1000 crore, of which Rs 450 to 500 crore is the advertising revenue alone of the English genre.

Gangane, while spelling out the channels future plans says, “In three months from now promotions will focus on Hollywood iconography. If it is an IMAX movie we will promote the visual element of it.” Just before the festive period (Diwali and Christmas) the channel plans a revamp during which it will go big on promotions for a better viewing experience for audiences.” The channel is currently in talks with different agencies for the same.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tumbin.jpg?itok=BK_vfhpI
Be privy to a traditional ode to eternal love and longing with 'Tum Bin 2' on Sony MAX

Sony MAX, the leading Hindi movies channel from Sony Pictures Networks will be whipping up romance this January as it brings the sequel of the 2001 hit movie, ‘Tum Bin 2’ on 19th January at 8pm.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/irra.jpg?itok=HbcXocFG
IRAA Awards Now accepting nominations

In its 12th consecutive year, the Indian Recording Arts Academy Awards (IRAA) 2018 will be hosted alongside the PALM Expo 2018 at the Bombay Exhibition Centre. The awards will once again recognize exceptional skills in music, soundtrack recording and mixing in Indian music for albums and movies.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/network18a_2.jpg?itok=UB6MjyrR
Network 18 PAT at Rs 114 million

Network18 Media & Investments (Network18) reported a marked improvement in its numbers for the quarter ended 31 December 2017. The consolidated revenue (net of revenue from joint ventures and associates) for the company declined marginally by 1.8 per cent year-on-year (yoy) to Rs 3660 million...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/bbc.jpg?itok=D-KQbcCd
Get Intriguing Insights into the human mind with 'Meet the Humans' on Sony BBC Earth

If you think human behavior is predictable, think again. In ‘Meet the Humans’, a show on Sony BBC Earth, starting January 22, at 8pm, a trio of experts led by Dr. Michael Mosely take a microscopic look at the human behavior and discover how incredibly unpredictable and complex humans are.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/tv18.jpg?itok=9obzztU8
TV18 profits decline in third quarter

TV18 Broadcast Ltd (TV18), the subsidiary of the Mukesh Dhirubhai Ambani-controlled Network18 Media and Investments Ltd (Network 18), reported consolidated total income of Rs 10 crore for the quarter ended 31 December 2017 (Q3-18) as compared with income of Rs 23.6 crore for the corresponding year...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/sameer.jpg?itok=FzSr16mH
Applause Entertainment to produce series on 2016 surgical strikes

MUMBAI: Applause Entertainment is making all the right moves.

Television Production House Non-Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/SonyLiv.jpg?itok=Jywzm6hT
Sony Six rakes in ad rev from BBL despite slow start

MUMBAI: The second most popular domestic T20 cricket tournament in the world after Indian Premier League (IPL) is Australia’s Big Bash League (BBL). The Cricket Australia rights, which were with Star India from 2011-12 to 2016-17, have now been acquired by Sony Pictures Network (SPN) India for the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/gurjeev.jpg?itok=nTzETBBg
Star India gets aggressive with global programme syndication sales

MUMBAI: Leading Indian media and entertainment major Star India is quite confident that its new catalogue of historical dramas and contemporary soaps and series will gain traction as it continues with its international syndication drive.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/master-chef.jpg?itok=ds-D89hr
Season 8 of the drama-packed reality cooking series, MasterChef U.S. premieres on Star World

Viewers are in for a delectable treat as world renowned celebrity Chef Gordon Ramsay returns to the small screen along with celebrated American chef and television personality Aaron Sanchez and chef, author and television personality Christina Tosi in the latest season of MasterChef U.S. that will...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories