Dileep Kumar
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The channel aims at offering a "clutter-breaking" experience to be on top of the consumers' minds.
Multi Screen Media's English movie channel has plans to be high on consumer recall and stay consistently in the top two slots in the genre hierarchy. And it is doing all it can to get there.
In October last year, the channel repositioned itself as a youthful channel with a new tagline, 'Stay Amazed. It now offers differentiated properties to its consumers not just on TV but also through the digital medium.
In a brand new initiative this time, the channel is offering "money can't buy" merchandise. For instance, it will give viewers a chance to own the T-Shirt worn by Tom Hanks in the Oscar-nominated drama, 'Captain Phillips', which premieres on the channel on July 27. After that, the blood stained shirt and tie worn by Jamie Foxx in the movie White House Down will also be up for grabs. All this comes with a certificate of authenticity.
Saurabh Yagnik, head - English Cluster, MSM says, "When I had joined, I had set three objectives - invest in content, build perception and innovate to break clutter." In order to build perception, the channel did some of the biggest marketing campaigns for Men In Black 3, Spiderman, Hobbit and Skyfall.
"We are getting Hollywood stars to persuade viewers to watch the movie, For instance, to promote MIB, we got Will Smith to ask people to watch the movie on Pix. We broke away from the usual "come and watch this movie" style," Yagnik adds.
Digital hand
The Facebook page of Sony PIX has over two million fans. The channel follows the principle of keeping the viewer at the core and evolves strategies through insights into their behaviour.
As per the data, provided by the channel, the engagement rate of Pix on FB is 11-13 per cent, on an average, for past six months. The channel has created micro-properties on FB like Legendary Monday (inspiring stories from the world of celebrities), Thoughtful Tuesday (quotes by celebrities), Pixonomic Wednesday (interesting facts about box office collections), Pix Desi Thursday (clash of the worlds between Bollywood and Hollywood), Superhero PIX Friday (all about superhero/action heroes), Saturday Talks (famous movie dialogues) and Gizmo Sunday (all about gadgets).
The channel recently re-launched its animated character 'Notty Pixy' with a FB property called 'Notty Pixy Breaking News'. It even had a contest, wherein Notty Pixy gives away 100 'First Day First show' tickets to the winners. The channel is continuing with 'Pix Premiere Nights' property, during which it gives - after a contest - around 2,000 people a chance to watch a movie a day before the rest of the country does. Pix claims to get 16,000-20000 entries for this contest.
READ MORE:-http://www.afaqs.com/media/story/41361_Sony-Pix
ick-of-the-Lot
Multi Screen Media's English movie channel has plans to be high on consumer recall and stay consistently in the top two slots in the genre hierarchy. And it is doing all it can to get there.
In October last year, the channel repositioned itself as a youthful channel with a new tagline, 'Stay Amazed. It now offers differentiated properties to its consumers not just on TV but also through the digital medium.
In a brand new initiative this time, the channel is offering "money can't buy" merchandise. For instance, it will give viewers a chance to own the T-Shirt worn by Tom Hanks in the Oscar-nominated drama, 'Captain Phillips', which premieres on the channel on July 27. After that, the blood stained shirt and tie worn by Jamie Foxx in the movie White House Down will also be up for grabs. All this comes with a certificate of authenticity.
Saurabh Yagnik, head - English Cluster, MSM says, "When I had joined, I had set three objectives - invest in content, build perception and innovate to break clutter." In order to build perception, the channel did some of the biggest marketing campaigns for Men In Black 3, Spiderman, Hobbit and Skyfall.
"We are getting Hollywood stars to persuade viewers to watch the movie, For instance, to promote MIB, we got Will Smith to ask people to watch the movie on Pix. We broke away from the usual "come and watch this movie" style," Yagnik adds.
Digital hand
The Facebook page of Sony PIX has over two million fans. The channel follows the principle of keeping the viewer at the core and evolves strategies through insights into their behaviour.
As per the data, provided by the channel, the engagement rate of Pix on FB is 11-13 per cent, on an average, for past six months. The channel has created micro-properties on FB like Legendary Monday (inspiring stories from the world of celebrities), Thoughtful Tuesday (quotes by celebrities), Pixonomic Wednesday (interesting facts about box office collections), Pix Desi Thursday (clash of the worlds between Bollywood and Hollywood), Superhero PIX Friday (all about superhero/action heroes), Saturday Talks (famous movie dialogues) and Gizmo Sunday (all about gadgets).
The channel recently re-launched its animated character 'Notty Pixy' with a FB property called 'Notty Pixy Breaking News'. It even had a contest, wherein Notty Pixy gives away 100 'First Day First show' tickets to the winners. The channel is continuing with 'Pix Premiere Nights' property, during which it gives - after a contest - around 2,000 people a chance to watch a movie a day before the rest of the country does. Pix claims to get 16,000-20000 entries for this contest.
READ MORE:-http://www.afaqs.com/media/story/41361_Sony-Pix
ick-of-the-Lot
