Sony PIX Prepares For New Competition

Association with Sony Pictures will give PIX an edge over the players like Star Movies, HBO and new upcoming channels.

Rajat Arora | Delhi | September 21, 2010

Looking at the new upcoming channels and existing channels in English movies space, Sony PIX is preparing for the tough fight ahead. Not only this, the premium English movie channel is eyeing top position in India with its recent partnership with Sony Pictures Television, (SPT) – the television production/distribution unit of Sony, the Japanese multinational technology and media conglomerate. This association will grant Indian television premiere rights to the channel for exclusive telecast in India in the first pay television window of all the new movies released worldwide by Sony Pictures Entertainment in their original language.

On this partnership, Man Jit Singh, CEO  MSM India stated, “We are very pleased to announce this deal with SPT, and expect it to take PIX to the next level. The channel has already performed above expectations, and we now will reach new heights with the addition of all the blockbusters and new releases from Sony Pictures Entertainment.”

This is the first such deal for PIX, a relative newcomer channel in the English movies category. The channel was launched in April, 2006, and competes directly with HBO and Star Movies. SPE movies will be available to PIX starting January 1, 2011.

Movies that will be seen on PIX in 2011 as part of this arrangement include: EAT, PRAY, LOVE SALT, RESIDENT EVIL: AFTERLIFE, KARATE KID, and GROWNUPS. In the future, PIX will exclusively air in India the studio's biggest movie releases, such as the highly anticipated SPIDERMAN 4, and THE GIRL WITH THE DRAGON TATTOO. As part of the agreement, the deal will also grant PIX long term access to the extensive SPE library.

With a multitude of major theatrical releases every year, SPE is one of the leading Hollywood studios for big blockbusters.

Speaking on the vision, N.P. Singh, COO MSM India added, “This investment in programming adds to the momentum and upward direction we've always intended for PIX. With new English channels launching soon, we can expect a tiering of the category, with the leading channels clearly separate from those that are lagging. Securing access to the biggest new releases from the top Hollywood studio will insure that PIX remains in the top tier for good.”

Sunder Aaron, Business Head PIX said, “Our deal with Sony Pictures Television unites Sony's Hollywood studio with our Hollywood movie channel in India. We have made this significant investment to make sure that PIX continues its evolution and takes several steps closer towards our ultimate goal: to be the #1 English movie channel in India. You can't escape the fact this represents a big leap forward for the channel.”

Launched in April 2006, PIX quickly outperformed existing channels and became #3 within four months of launch. It currently competes on a weekly basis for the top spot in the 6 major metros.

The channel's tagline “We Tell Stories”, stresses PIX's positioning as the only movie channel which places such great importance on the storytelling element of movies. PIX features films selected from some of the best producers and top Hollywood studios.

PIX also places an emphasis in its programming strategy on airing exclusive cinema oriented programming and creating innovative original content. The channel has launched signature shows and programming such as Chicks on Flick and Gateway, and also airs Hollywood related series such as Inside the Actors Studio, Hollywood One on One, and Hollywood on Set.

Rajat.Arora@BestMediaInfo.com

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