Movies Now shakes up the English movie channel space

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7 Apr 2011
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MUMBAI: The English movie channel space has seen a shake-up with a new entrant challenging the status quo. While Star Movies is still in top spot, it is only just ahead of newcomer Movies Now.
Caught in the storm, all the English movie channels have shed audience share with the lone exception of Pix. Market leader Star Movies has seen its share drop to 30.15 per cent for the first half of 2011 compared to 41.9 per cent a year ago, according to TAM data (C&S15+,All-India).

Hot on its heels is Movies Now, the channel from the Times Television Network that launched late last year. It grabbed a market share of 26.7 per cent during the first half of the year (28.1% in 2nd quarter).Marching in quick time, Movies Now, the first HD channel in this space, ousted HBO from its settled second spot. HBO’s share, which was 28.5 per cent from January- June 2010, fell to 20.6 per cent for the first half of this year.

Pix has stayed stable with a share of 13.6 per cent compared to 13.9 per cent a year ago. The channel from Multi Screen Media, however, has some catching up to do it if it has to live up to its immediate goal of being among the top three players in the genre.
The channels in the second rung have also been hit. Zee Studio’s share has slipped from 5.85 per cent in the first half of 2010 to 3.85 per cent this year. Similarly, WB’s share has declined from 4.5 per cent to 3.05 per cent during the period under review. World Movies’ share has dropped from 5 per cent to 1.5 per cent in the first half of this year.
The challenger brand piled up popular movies and showed them on the channel. Said Movies Now channel head Ajay Trigunayat, “Premieres are overrated. It is popular movies that work. We decided on titles two years before launching. We have a library of 450 films. We also felt that a HD channel would be the differentiator."
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