By Synjini Nandi
Like travel and lifestyle channels, English movie channels too were once considered to be niche, targeting a specific class and age group of Indian audiences. Today, however, the viewership base has expanded. The category itself is buzzing with the introduction of the ad-free model, as well as associations with prominent studios across the world.
According to Kevin Vaz, Business Head, English Channels, Star Jalsha and Jalsha Movies, Star India, the aspiration rates of the audience are at an all-time high, thanks to globalization. This has further contributed to the transformation of the English movie space. With that in mind, Star India recently introduced a second English movie channel ‘Star Movies Action’ to its network bouquet, in addition to its existing channel Star Movies.
The launch of this new channel was based on the rationale that it was necessary to introduce products that can connect with the audience and keep them satisfied. The channel will have quality visuals, with its focused target audience being males. And since the network believes that there is a growing appetite for action movies, Star Movies Action will telecast only that genre— which of course, will be the key differentiating factor between this channel and Star Movies.
Currently, Star Movies Action is associated with big-banner international studios like 20th Century Fox, Walt Disney, Universal and Sony Pictures, and will showcase 300 exclusive titles.
Marketing and distribution
Star India has implemented a 360-degree marketing campaign for the launch of Star Movies Action. “We are undertaking on-air promotions across the entire network,” explains Vaz. “The promos have already been telecast across all Hindi, regional and English channels.
We’ve also roped in rock band Pentagram who’ve exclusively recorded and launched the channel’s anthem ‘Hero will rise’.”
Apart from TV and other mainline media, the network will also be rolling out a variety of activities on social and digital platforms. It will also focus on DTH and cable platforms, and cinema advertising. On the distribution front, the channel will be available on Tata Sky, Airtel, etc. The key focus of the network is to synergise content, marketing and distribution with each other.
Viewership and advertising revenues
According to a FICCI report, English channels accounted for approximately 0.88% of total television viewership in 2012. However, digitization of key cities during Phases 1 and 2 is expected to reduce carriage fees and improve channel economics, leading to higher profitability. Vaz believes that Star Movies has always been a clear leader in this space. Star English has 63% share of the English GEC space within Weekday Prime Time (Source: CS 15+ AB 7 metros Q1 2013 | Weekday 2000-2400 Hours). Star World and FX lead the English GEC category with Star World at 24% and FX at 18% (Source: CS 15+ AB 7 metros Q1 2013 | All Dayparts). FX ranks at number one amongst premium audiences at 26% (Source: CS 15-34 Sec A 7 metros Q1 2013 | All Dayparts).
“We have welcomed FMCG, telecom, consumer durables, DTH advertisers and as the segment grows, people will benefit more,” adds Vaz. “We target a premium audience, and with more and more brands targeting the premium audience, there will be more opportunities.”
The way forward post DAS
The digital addressable system (DAS) has brought about significant changes in the broadcast space. There has been an increase in consumer and viewer participation. Though the debate regarding the niche genre continues, Vaz is certain that it’ll open up to a lot of opportunities in future. “Also it is more important to focus on content than other facets,” he adds. “Post digitization, viewers are able to enjoy crystal clear and high quality English content. Depending on the content, time spent will increase and that is where the true potential lies,” he says.
Feedback: synjini.nandi@exchange4media.com
