Consistently leading the English Movie Channel category in India.
June 23, 2011:
December 2010 saw a major upheaval in the English Movie Channel category with the launch of the Times Television Network promoted India’s first HD English Movie channel – MOVIES NOW. The channel has not only dominated the ratings in the English Movie category, but has also catapulted the entire category by a 22% in terms of reach and has resulted in a phenomenal increase in the time spent on the category by 28%, a first for the genre!
With its HD proposition, block-buster movies and slick on-air packaging, MOVIES NOW has transformed the English Movie watching experience of the nation. In just 6 months, MOVIES NOW has established itself as the leader in the category, by dethroning decade old players – Star Movies and HBO.
The TAM ratings for the past 26 weeks (week 52, 2010 - week 25, 2011) across 8 metros are a strong affirmation of the channel’s leadership in the English Movie Channel category. With a relative channel share of 34% across all 8 metros and unrivalled performance in 1mn+ towns, all India & across time-bands, MOVIES NOW is the clear favourite of the audiences. MOVIES NOW has shown a rapid increase in the audience interest with more and more audiences spending time on the channel. The average Time Spent per viewer (TSV) on the channel is a whopping 42 minutes while the closest competitor records an average TSV of mere 28 minutes. MOVIES NOW has raced ahead of competition with an average of 24 GRPs, which is the highest in the category.
*(Source: TAM, TG: CS 15-34 AB, Period: 26 weeks Avg of wk 52'10-wk 25’11, Markets: All 8 Metros)
Speaking on the same, Ajay Trigunayat, Channel Head, MOVIES NOW said, “Iam ecstatic at the audience response to the channel offering. We have put in extensive research on the viewership patterns of the category, before we created our content plans. We were very clear that MOVIES NOW is going to address the need for the much required fast paced Hollywood blockbusters in HD, which the audience can watch and enjoy over and over again. The instant viewer acceptance and success received by the channel validates our theory and we will continue to deliver the best of entertainment to our audiences.”
The channel has not only struck a chord with the audiences, but has also established itself as a premium Hollywood destination and hence managed to liaise with advertisers who seek a premium environment for their brands. In just 6 months of launch, MOVIES NOW increased the ad rate by 50%. The channel’s immediate focus lies in further increasing distribution width and reach, brand salience and creating greater channel affinity with various content and marketing activities with greater consumer focus.
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 in HD, Pink Panther, Love Boat and Shaolin Masters. The thrill of watching all-time favourite movies in HD makes it an irresistible proposition for movie-lovers.