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Movies OK set to wow viewers with ‘7 Premiers, 7 Days’ initiative

The one of its kind initiative by a Hindi movie channel is intended to create a unique opportunity for the entire family by the new channel

BestMediaInfo Bureau | Delhi | May 29, 2012

Movies OK, the brand new movie channel from the OK stable of channels of the Star Network, will regale viewers with an unmatched seven movie premiers over seven days. The barely one-month-old channel presents movie buffs with passionately curated titles that include Kahaani, Jodi Breakers and Ekk Dewaana Tha starting from May 28 to June 3, 2012 every night at 9 PM.

The ‘7 Days, 7 Premiers’ is a one of its kind initiative by a Hindi movie channel and is intended to create a unique and refreshing opportunity for the entire family to gather and enjoy a good movie together. The movie fiesta will kick start with light-hearted movies like London Paris New York starting Ali Zafar, Aditi Rao Hydari followed by Jagdish Rajpurohit-directed Bumboo and Akshaye Khanna starrer Gali Gali Chor Hain. The tempo will be further built with the thriller Saat Khoon Maaf on Wednesday night. A wide array of movies from distinct genres will keep the audiences engaged – from a romantic film like Ekk Deewana Tha followed by the humorous Jodi Breakers. Movies OK will spice up Sunday with the highly acclaimed Vidya Balan starrer Kahaani. Hemal Jhaveri, General Manager, Movies OK, said, “7 Days 7 Premieres is an innovative stance by our channel, something that no other channel has ever tried before. At a time when audiences are spoilt for choice, it is imperative for any channel to offer something distinct in terms of content and programming. We have evaluated the family audience psyche and our latest offering is a step to appreciate their requisites.”

Jhaveri further said, “We are quite hopeful about our proposition of premiering new movies at prime time every night. We are proud to be able to entertain our audiences with fantastic movie titles like Kahaani, Ekk Dewaana Tha, Jodi Breakers, amongst others.”

According to data given by the channel, the reach has been building up on a week-on-week basis (39 per cent since launch). The metros (Mumbai, Delhi and Kolkata) have contributed close to 34 per cent to the overall ratings.

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