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Multi Screen Media (MSM) is launching a high-definition (HD) version of its Hindi movie channel Sony Max.
The company will, however, wait for BARC’s rural data before launching the other new channels.
MSM senior EVP & business head Max & Max2 Neeraj Vyas said that the company is doing paperwork formalities prior to the launch of Sony Max HD. “I am ready with it.
As soon as we see the right environment, we will go into it.”
Queried whether the company is planning to launch a channel in the music genre, Vyas said that the company will wait for BARC’s rural data before launching new channels. However, Max HD has no such restrictions as it is just an extension of the SD channel.
“We will wait for the rural ratings and then we will think of launching new channels. Launching is easy, but running it is the big challenge.
For Max HD, you don’t need to wait for rural ratings,” he noted. BARC data and Hindi movie channels Talking about BARC data, Vyas said that the urban individual and household data released by BARC is yet to settle.
While stating that the BARC data has seen a lot of fluctuations in several markets, Vyas opined that BARC must be allowed to settle down particularly since it took TAM Media Research 20 years to do so.
“They need to consolidate urban data and once there is complete stability and complete confidence of that data, then rural data is always welcome,” he stated.
Vyas believes that channels will need density of reach and availability to succeed in the rural markets.
“Whenever rural data comes, how far and wide you are available will be the real test,” he stated, adding that the movie genre will be a big gainer.
The key for TV channels to succeed in rural market will be to understand the rural landscape like lifestyle, habits, TV penetration and electricity.
He also foresees 4–6 months of uncertainty for the industry once the rural ratings come out.
One key takeaway for Vyas from TAM and BARC is that the Hindi movie genre has been stable across both the audience measurement systems.
“If you look at BARC ratings, there has been a 15–20 per cent growth in Hindi movie genre,” he stated.
New premieres lined up On the content front, Sony Max has several new premieres lined up including SS Rajamouli’s bilingual epic historical fiction ‘Bahubali:
The Beginning’, which will premiere on 25 October. Other premieres include UTV Motion Pictures’ romantic comedy ‘Katti Batti’ and Kabir Khan’s action thriller ‘Phantom’, and Disney India’s ‘ABCD 2′.
Earlier, the channel had premiered ‘Piku’, which is an in-house production, and Vidhu Vinod Chopra and Raj Kumar Hirani’s ‘PK’.
Read more at: Max HD
The company will, however, wait for BARC’s rural data before launching the other new channels.
MSM senior EVP & business head Max & Max2 Neeraj Vyas said that the company is doing paperwork formalities prior to the launch of Sony Max HD. “I am ready with it.
As soon as we see the right environment, we will go into it.”
Queried whether the company is planning to launch a channel in the music genre, Vyas said that the company will wait for BARC’s rural data before launching new channels. However, Max HD has no such restrictions as it is just an extension of the SD channel.
“We will wait for the rural ratings and then we will think of launching new channels. Launching is easy, but running it is the big challenge.
For Max HD, you don’t need to wait for rural ratings,” he noted. BARC data and Hindi movie channels Talking about BARC data, Vyas said that the urban individual and household data released by BARC is yet to settle.
While stating that the BARC data has seen a lot of fluctuations in several markets, Vyas opined that BARC must be allowed to settle down particularly since it took TAM Media Research 20 years to do so.
“They need to consolidate urban data and once there is complete stability and complete confidence of that data, then rural data is always welcome,” he stated.
Vyas believes that channels will need density of reach and availability to succeed in the rural markets.
“Whenever rural data comes, how far and wide you are available will be the real test,” he stated, adding that the movie genre will be a big gainer.
The key for TV channels to succeed in rural market will be to understand the rural landscape like lifestyle, habits, TV penetration and electricity.
He also foresees 4–6 months of uncertainty for the industry once the rural ratings come out.
One key takeaway for Vyas from TAM and BARC is that the Hindi movie genre has been stable across both the audience measurement systems.
“If you look at BARC ratings, there has been a 15–20 per cent growth in Hindi movie genre,” he stated.
New premieres lined up On the content front, Sony Max has several new premieres lined up including SS Rajamouli’s bilingual epic historical fiction ‘Bahubali:
The Beginning’, which will premiere on 25 October. Other premieres include UTV Motion Pictures’ romantic comedy ‘Katti Batti’ and Kabir Khan’s action thriller ‘Phantom’, and Disney India’s ‘ABCD 2′.
Earlier, the channel had premiered ‘Piku’, which is an in-house production, and Vidhu Vinod Chopra and Raj Kumar Hirani’s ‘PK’.
Read more at: Max HD
