We intend to aggressively use digital to create engagement for Sony Max2: Vaishali Sharma

Sony Max2's VP – Marketing throws light on the channel's growth strategy, the first year of operations, programming strategy and more

Aanchal Kohli | Mumbai | July 31, 2015

Vaishali Sharma

Sony Max 2, the second Hindi movie channel from the Multi Screen Media (MSM) stable that was launched a year back, has been showcasing evergreen films that have an eternal appeal with a differentiated brand positioning of 'Jab dekho tab naya'.

As the channel enters its second year, it is bullish on growth and has ambitious plans to sustain its position. In conversation with BestMediaInfo.com, Vaishali Sharma, VP - Marketing, Sony Max2, throws light on the channel's growth strategy, the first year of operations, programming strategy and more.

The year gone by

According to Sharma, “It has been an encouraging year for us with lots of challenges and new learnings. The intent was to create a space that will bring alive the greatness of Indian Cinema. We have showcased some of the most iconic movies of Indian Cinema. This gave the opportunity for people to watch movies which they do not get to see anywhere else and hence, the channel has got an amazing response in this one year, both from the viewers and the marketers. We've had some of the best brands on board to support our initiatives.”

The numbers are in Sony Max2's favour; as per BARC data for All 4+ Individuals, HSM, Weeks 21-28, 2015, the channel leads the segment with 65 GVMs, ahead of Zee Classic. The channel has received positive response across big markets like Mumbai, Delhi, Uttar Pradesh and Madhya Pradesh.

Programming strategy

When the channel was launched, a fresh spin was given to the movie wraparound programming, called 'Take 2', with detailed research to gather authentic and never heard before movie trivia to make it relevant and appealing across generations.

Though there will be new formats and strategies applied going further, but the philosophy of this short format programming, according to Sharma, would draw a parallel between these iconic films and current consumer trends to make it appealing to the younger movie audience.

Another short format interstitial, 'Sitaare', is presented as mini biographies, featuring superstars of Indian Cinema. These interstitial take the viewers through an unseen, unknown and magical journey of their life. These are presented in motion comic style, making it contemporary, visually appealing and relatable to the current generation of movie lovers.

Sharma added, “Max2 has been able to conceptualise as a contemporary place for great Indian Cinema. We believe no matter what day and age, great stories, legends and music have an eternal appeal, hence Max2 has been attempting to give that due pedestal to great Indian Cinema.”

Marketing initiative

A unique and innovative on-ground initiative called 'Film, Family and Fun', which was launched last year, has reached out to a larger audience this year again by engaging with and entertaining masses in a filmy manner in LC1 towns of Maharashtra, Uttar Pradesh and Madhya Pradesh. Adding further, Sharma said, “The initiative brings families together to celebrate the magic of the great Indian Cinema, whilst giving them an opportunity to showcase their filmy. Max2 'Film, Family aur Fun' events took place across three states – UP, Maharashtra and MP and covered 56 towns across these cities, with a reach of 1,850,000 people across both activation and event.”

In September 2014, the channel launched a differentiated brand positioning of 'Jab dekho tab naya', which was in keeping with the channel's belief of keeping the spirit of timeless, good movies alive. The digital campaign movement was an effort to celebrate the magic of iconic films.

The objective of the channel's digital campaign was not only to appeal to the needs of the discerning Indian audience who appreciate rich Indian cinema, but to inspire newer audiences to recognise, appreciate, and admire what went into creating them as well. The campaign on Twitter and Facebook garnered support from not only savvy social media influencers, but a good fan following who wanted to see iconic films brought back to life on television screens.

When asked whether there would be any new initiatives this year as well, Sharma replied, “We have brought alive a lot of festivals revolving around renowned stars, directors and more, like Rajesh Khanna's 'Rajesh Forever'; Shah Rukh Khan, etc. There will be innovative campaigns, but the philosophy and thought of the channel would continue to be 'Jab dekho tab naya'. A lot of on-air and off-air initiatives have been undertaken to establish the channel and make it reach where it is today.”

Growth

Though Sharma refrained from sharing the exact growth numbers, she said, “Our differentiated approach and engagement strategies have made us garner encouraging growth. The key reason for the growth is that we have tried to sample our target audience in a much better way, thus inviting and involving all possible age groups. The advertisers and marketers have also responded in a great way, which has led to increase in our revenues month-on-month. All brands across categories have come on board.”

On having beaten the competition in less than a year, Sharma said, “We have succeeded in the genre in less than a year by bringing alive the magic of iconic movies in a very contemporary way. Movies have been ruling for long, but it all depends upon how a channel involves its viewers. We have created curiosity among the viewers and desire to watch these iconic moves over and over again.”

In terms of key growth markets, she highlighted the fact that apart from the metros, a lot LC1 and LC2 markets had also garnered good results and there lay a huge opportunity in these markets. “As of now, the growth has been better in the metros, but we are sure in future the growth in smaller markets would also be great,” she affirmed.

When it came to campaign, according to Sharma, it was important to make people involved deeply. As part of their #Isupportgoodmovies and #BringBackGoodMovies movement, tweets were exchanged to stoke the demand for good movies and create a buzz on Twitter. “To sustain the buzz around this campaign promotion, the conversation transitioned to #IsupportGoodMovies, which became a trending subject on Twitter. With almost 6,000 mentions between #BringBackGoodMovies and #ISupportGoodMovies, the movement gained new followers on Twitter in just a span of six days. A dynamic cover photo app, which showcased the pictures of the good movie supporters added momentum to this movement. It got people talking about movies like never before, ushering the need to see great cinema,” she added.

The way forward

Sharma further said, “The key focus area, firstly, is to keep expanding the growth trajectory – whether it comes through current strong-holds or exploring more markets in the coming future. Secondly, to continue to focus on building blocks both off-air and on-air in line with the positioning and philosophy of the channel. The third will be to gear up and aggressively utilise the digital space to create more talk, expression and engagement for the channel. Lastly, the focus will be on strengthening the positioning of the channel as we proceed.”

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