"We are a brand, one that is synonymous to Hollywood and superior quality...”
Though not as publicised as the routine saas-bahu tussles on Hindi channels,
there has always been a quiet tussle in the English movie channel genre to get more eye-balls. It would not be completely incorrect to dub it as the two-horse race. Star Movies and HBO together corner almost 80% of the market share (according to TAM Media Research) leaving very li scope for other players like Zee Studio, Sony PIX and Hallmark. Though Star Movies leads this race, but since it was launched in the year 2000, HBO has proved to be a tough competitor to its innovative programming (including movies, documentaries and sitcoms). “In a market where we were a late entrant, in barely seven years of our launch, we have become one of the most preferred channels in the English movie genre. We started with a handful of viewers and advertisers, at present we reach 26-28 million homes and have more than 200 advertisers”, states Shruti Bajpai (Country Manager, South Asia, HBO) proudly.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Though not as publicised as the routine saas-bahu tussles on Hindi channels,
there has always been a quiet tussle in the English movie channel genre to get more eye-balls. It would not be completely incorrect to dub it as the two-horse race. Star Movies and HBO together corner almost 80% of the market share (according to TAM Media Research) leaving very li scope for other players like Zee Studio, Sony PIX and Hallmark. Though Star Movies leads this race, but since it was launched in the year 2000, HBO has proved to be a tough competitor to its innovative programming (including movies, documentaries and sitcoms). “In a market where we were a late entrant, in barely seven years of our launch, we have become one of the most preferred channels in the English movie genre. We started with a handful of viewers and advertisers, at present we reach 26-28 million homes and have more than 200 advertisers”, states Shruti Bajpai (Country Manager, South Asia, HBO) proudly.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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