HBO unveils fresh look; plans HD channel in April

The Hollywood movie channel will also launch a new mobile app in March

BestMediaInfo Bureau | Mumbai | February 16, 2016

HBO, India's home of blockbuster Hollywood movies, unveiled a new look on Sunday, February 14, 2016, reflecting a complete revamp of content and audience engagement. The channel, operated in India by Turner, promises to deliver the best of English language entertainment and heighten the multi-platform viewing experience through a number of brand updates, including a premium programming slate, the introduction of a complementary mobile app and the launch of HBO HD.

HBO HD will launch in April, striving to take the brand experience to a whole new level. The channel will be available on direct-to-home (DTH) and cable platforms, and will successfully bring the multiplex experience right into living rooms around the country.

Home Box Office (HBO) is a 24-hour English language movie channel available to viewers in South Asia (India, Pakistan, Maldives and Bangladesh). HBO brings the best of Hollywood by premiering top blockbuster movies on television using content from many studios and independent movie companies, including Paramount, NBC Universal and Warner Bros. In South Asia, HBO is operated by Turner Broadcasting System Asia Pacific, Inc.

HBO's new packaging reflects a youthful and aspirational viewer demographic, and has been redesigned to present world-class content to a local, but worldly, audience. Siddharth Jain, Senior VP and Managing Director of Turner International, South Asia, said, “Consumers are at the centre of everything we do and these changes directly reflect this. The all-new HBO captures its audience's imagination through the implementation of a new programming and content strategy; and new fan-engagement initiatives. Indian consumers are spoilt for choice when it comes to entertainment options, and HBO is ideally positioned not only to excite but also engage.”

Big-budget Mad Max

Fury Road leads the launch of a new programme and content strategy, complemented by a large-scale social media campaign featuring fun facts, trivia and contests. Its 1 PM premiere on February 14 marked the official channel refresh, with four upcoming back-to-back Sunday premieres lined up, namely, American Sniper, Wild Card, San Andreas and A Walk among the Tombstones.

A complementary mobile application will also be released in March. The innovative app will give viewers access to channel details and information – boasting full channel schedules, a reminder feature, TV promos, preview of upcoming premieres and a Hollywood quiz.

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