MOVIES NOW topples established players within one quarter

The English Movie Channel in HD from the Times Television Network remains No.1 across 13 weeks.

March 28, 2011:

MOVIES NOW - Hollywood in HD, the English Movie Channel from the Times Television Network, has created history as the reigning No. 1 channel in the English entertainment category from inception! Launched on 19^th December 2010 the channel has dominated the ratings in the EMC space and also catapulted the entire category by a whopping 58%. The TAM ratings for the first quarter - 13 weeks (week 52, 2010 - week 11, 2011) across 8 metros are a strong affirmation of the channel's leadership in the English entertainment category.

According to the TAM ratings –

• MOVIES NOW has garnered a phenomenal channel share of 35% across all 8 metros, way ahead of competition.
• The average TSV on the channel is a whopping 45 minutes while the closest competitor records an average TSV of mere 27 minutes.
• MOVIES NOW has raced ahead of competition with average GRPs of 24 points which is the highest in the category.
• MOVIES NOW has blockbusters all the way. 8 out of the top 10 movies since launch.

*(Source: TAM Media Research, TG: CS 15-34 AB, Period:  13 weeks Avg of wk 52'10-wk 11'11, Markets: All 8 Metros)

Launched with an aim to enhance the movie watching experience at home the channel has managed to challenge the existing status quo of the competitors who have been stagnant for the last 10 years. The channel's well researched and dynamic programming strategy of focus on films that have 'high repeat value' has reaped results. The channel has further enhanced its bond with the viewers by creating properties like Rocky Reloaded, Pink Panther, Love Boat and the current series Shaolin Masters in HD. The thrill of watching all-time favourite movies in HD makes it an irresistible proposition for movie-lovers.

Speaking on the ratings, Ajay Trigunayat, Channel Head, MOVIES NOW said “With the launch of MOVIES NOW, the category has grown by a phenomenal 58%! Aligning our Business & Brand objective with viewer needs, wants & desires, we continue to deliver intense, engaging content with enthralling audio-visual quality! We will continue to steadily build on our proposition for delivering more & more to the viewer and our advertisers!”

The channel is a part of TIMES TELEVISION NETWORK and compliments the urban focus of the network where it has met with great success via TIMES NOW, ET NOW and zoOm.

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