Thakur
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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
crème 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, http://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.”READ MORE http://www.indiantelevision.com/tel...w-gets-ready-with-a-rush-of-adrenaline-140722
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
crème 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, http://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.”READ MORE http://www.indiantelevision.com/tel...w-gets-ready-with-a-rush-of-adrenaline-140722
