Television

Times' Srivastava says entertainment channels aiming for 33% ad rate hike, Movies Now 2 rebranded as MNX

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MUMBAI: Times Network, with seven movie channel, has decided to rebrand its Movies Now 2, now renaming it as MNX. The brand, the Network believes, is now ready to stand on its own feet with its unique identity as a brand.

With the legacy brand setting up high standards, the Network claims, its time for MNX to take up the challenge. With what the Times Network called 'a full blown' cross-platform promotion without naming, MNX is being promoted in print, outdoor and radio.

“Increase in the viewership leads to increase in ad rates as well. The Times Group garners one-third of the English viewership in India. And so, we are aiming for 33 per cent increase in the ad rates,” Times Network EVP & head - entertainment cluster Vivek Srivastava told Indiantelevision.com

MNX will showcase movies from its 4-5 different libraries which has a collection of around 1500 movies. MNX has lined up its properties for the weekdays and weekends: Wild Ones: Weeknights (Mon – Fri), 11 pm, Xtreme Nights: Weeknights (Mon – Fri), 9 pm, WTF (What The Flicks): Weeknights (Mon -Fri), 7 pm, Bad ass Weekends: Sat -Sun, 9 pm, Stacked Sun 9am-9pm, Get Lucky, Xterminator: Dusshera special, Xplosive Nights: Diwali special and Call X – Viewers Choice.

“Movies Now 2, which was launched a year ago, worked excellently -- with its distinct identity, library and positioning. As the channel grew, it started giving tough competition to the top three players, and it was necessary to give it a new identity from the current and future perspective," the EVP said.

"Movies Now 2 was not doing justice to the legacy brand -- Movies Now. Therefore, it was essential to rebrand it," he said, and claimed the "response from the sponsors has been fantastic."

MNX was unveiled with the telecast of its first Big Bang Movie – Mad Max Fury Road on 15 July 2017. Adding to the bandwagon of fun-filled movie festivals will be properties such as Xtreme Nights on Weeknights at 9pm.

Xterminator will be a special movie festival during Dussehra (September 21 - September 30) which will showcase movies such as Olympus Has Fallen, The Mechanic, Hobbit and Journey to the centre Earth, to name a few.

Finally, for its viewers, the channel will give them a chance to get lucky with awesome and super cool gadgets daily with MNX Get Lucky Contest as part of their Watch and Win Movie Festival.

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