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Consistently leading the English Movie Channel category in India.

Bapun Raz

Staff member
3 Nov 2010
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December 2010 saw a major
upheaval in the English Movie
Channel category with the
launch of the Times Television
Network promoted India’s first HD English Movie channel – MOVIES NOW. The channel has not only dominated the ratings in the
English Movie category, but has also catapulted the
entire category by a 22% in terms of reach and has
resulted in a phenomenal increase in the time spent
on the category by 28%, a first for the genre! With its HD proposition, block-buster movies and
slick on-air packaging, MOVIES NOW has
transformed the English Movie watching
experience of the nation. In just 6 months, MOVIES
NOW has established itself as the leader in the
category, by dethroning decade old players – Star Movies and HBO. The TAM ratings for the past 26 weeks (week 52,
2010 – week 25, 2011) across 8 metros are a strong affirmation of the channel’s leadership in the English Movie Channel category. With a relative
channel share of 34% across all 8 metros and
unrivalled performance in 1mn+ towns, all India &
across time-bands, MOVIES NOW is the clear
favourite of the audiences. MOVIES NOW has shown
a rapid increase in the audience interest with more and more audiences spending time on the channel.
The average Time Spent per viewer (TSV) on the
channel is a whopping 42 minutes while the closest
competitor records an average TSV of mere 28
minutes. MOVIES NOW has raced ahead of
competition with an average of 24 GRPs, which is the highest in the category. *(Source: TAM, TG: CS 15-34 AB, Period: 26 weeks
Avg of wk 52 ’10-wk 25’11, Markets: All 8 Metros) Source: TAM, Period: Avg of 26
weeks from 19th Dec 2010-18th
June 2011, TG: CS 15-34 AB, 8
metros Speaking on the same, Ajay Trigunayat, Channel Head, MOVIES NOW said, “Iam ecstatic at the audience response to the channel offering. We
have put in extensive research on the viewership
patterns of the category, before we created our
content plans. We were very clear that MOVIES NOW
is going to address the need for the much required
fast paced Hollywood blockbusters in HD, which the audience can watch and enjoy over and over again.
The instant viewer acceptance and success received
by the channel validates our theory and we will
continue to deliver the best of entertainment to our
audiences.” The channel has not only struck a chord with the
audiences, but has also established itself as a
premium Hollywood destination and hence
managed to liaise with advertisers who seek a
premium environment for their brands. In just 6
months of launch, MOVIES NOW increased the ad rate by 50%. The channel’s immediate focus lies in further increasing distribution width and reach,
brand salience and creating greater channel affinity
with various content and marketing activities with
greater consumer focus. Launched with an aim to enhance the movie
watching experience at home, the channel has
managed to challenge the existing status quo of
the competitors, who have been stagnant for the
last 10 years. The channel’s well researched and dynamic programming strategy of focus on films
that have ‘high repeat value’, has reaped results. The channel has further enhanced its bond with the
viewers by creating properties like Rocky Reloaded
in HD, Pink Panther, Love Boat and Shaolin Masters.
The thrill of watching all-time favourite movies in HD
makes it an irresistible proposition for movie-

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