One more movie channel enters market

Cinema TV, promoted by Softline Creations, will be a 24-hour free-to-air channel

BestMediaInfo Bureau | Delhi | May 30, 2012

Softline Creations has announced the launch of its 24-hour satellite movie channel – Cinema TV. Coinciding with the 100^th year of Indian cinema, the channel promises to deliver a cinematic feast of Bollywood's biggest superstars, featuring the latest blockbusters to evergreen old-time hits.

Hitesh Sabharwal, who has joined the company as CEO, would head the channel. An industry veteran, his experience in the broadcast domain spans over 17 years, and he has worked with leading names like Zee TV, Sony Pictures Entertainment, Times Group and Astro Group among others.

“Our brand tagline is derived from 'Har cheez ka sahi waqt hota hai' which will relate the fact that every movie has an appropriate time to watch. Through our channel we aim to bring the family together by catering to the tastes of each member through several genres of movies including drama, action, comedy, thriller, classic,” said Sabharwal.

“The core strategy of the channel is to strengthen content and distribution. We understand the consumption patterns of our audience and plan to make our channel accessible to all markets. Being a free-to-air product, local cable operators will be able to tune into it and will assure broader reach. To extend the reach to non-C&S markets, the channel will explore DD Direct Plus platform. We will also undertake a brand campaign in conventional mediums like print, TV, cinema and outdoor to promote our channel,” informed Sabharwal.

Softline Creations Pvt Ltd is in the business of conceptualisation and creation of multimedia assets and IPs. It offers content development expertise for television and filmed entertainment as well as consulting, strategic and research advisory services to clients. It closely works with media buying companies and brand owners to develop AFPs and brand solutions.

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