Sony to launch premium HD English movie channel Sony Le PLEX HD
MUMBAI: Sony Pictures Networks (SPN) India is planning to launch a premium high-definition (HD) English movie channel, Sony Le PLEX HD, in June.
Sony will thus join Star and Times Television Network. Both Star Movies Select and MN+ had launched English movie channels in HD last year targeting a more evolved audience.
SPN is in the process of seeking regulatory clearances and approvals for the launch of the new channel. “Subject to obtaining such approvals, the launch is planned around June 2016,” Sony said.
Sony Le PLEX HD will cater to discerning audiences who seek entertainment beyond the mainstream movies from Hollywood.
“The channel will serve avid movie viewers with films that are popular and critically acclaimed. The focus for the channel would be to present the movies in a manner not seen before,” the company added.
The network has made significant investments in securing rights to movies from Hollywood. The premieres on the channel will include ‘Spotlight’ (Academy Award winner for Best Feature Film and Best Original Screenplay for 2016), ‘Ex-Machina’, ‘Foxcatcher’ and ‘Straight Outta Compton’, to name a few. It will also showcase critically acclaimed films like ‘The Inglorious Basterds’, ‘Schindler’s List’, ‘Taxi Driver’, ‘Gladiator’ and ‘Philadelphia’.
Before launch of these HD channels, there was hardly any consumer segmentation. Almost everybody had been focusing on mass action titles.
According to an executive of a broadcasting company, Sony’s move indicates that the English movie category is starting to show signs of maturity.
“Viewers of specialty movies are more affluent and more evolved in their thinking. They are more accepting of storylines that are more complex than what you find in the action and/or comedy genres. This category of viewers is growing along with other viewers of English movie content. Advertisers have also become more accepting of segmentation,” the executive said.
He further noted that the returns on smaller movies have also been growing. “It is not just about the likes of ‘Captain America’. I am sure a multiplex chain like PVR would say that there is a bigger audience for specialty English cinema today.”
Talking about the HD push among broadcasters for specialty critically acclaimed English movies, he said, “People are willing to spend on HD. DTH operators see their ARPU growing through HD. So Sony’s decision to launch a new HD English movie channel is only to be expected. I wouldn’t say that these channels [MN+, Star Movies Select] show non-blockbuster content. That is a simplistic way of looking at things. A different genre of movies is being showcased.”
The challenge, however, is that BARC is not reflecting the desired numbers for the premium English movie category. “Content acquisition prices have also been rising for different kinds of English movie content. As a result, broadcasters are feeling the pinch. It is fair to say that the ad revenue growth is not keeping pace.
Distribution leakage continues to happen. At an overall level, the English movie category will see viewership and ad revenue growth this year. Whether the growth comes from the launch of Sony’s new English movie channel or from other factors remains to be seen,” the executive said.