Turner Broadcasting System is set to launch its Hollywood movies and series channel in association with Warner Bros. As its first step towards deciding on its marketing strategy, Turner is expected to award the creative business of this new channel to M&C Saatchi - Digital & Direct.
However, when contacted, a Turner Broadcasting spokesperson said, “Turner has not formally appointed any creative agency for its upcoming English entertainment channel.”
Though the client formally declined to divulge the details, an industry source close to the development has confirmed the development. The ad spend for the business estimated is in the vicinity of Rs 10 crore and above. MPG will be handling the media duties.
The channel is slated to launch very soon. According to industry sources, the channel is expected to plan a multi-media campaign focussing more on direct and digital mediums targeting the media planners for other advertisers. Hence, the communication will be driven through the Internet, online and mobile advertising.
Turner Broadcasting System had announced its venture to launch Hollywood movies and series channel with Warner Bros in April 2008. In India, Turner will now offer a bouquet of content across multiple genres that include in the kids’ television space with Cartoon Network and POGO; news channels, CNN and CNN-IBN; English entertainment channel with Warner Bros and HBO; Hindi GEC in partnership with the Alva Brothers; theatrical animations; and live action television series. Turner also has a distribution partnership with Zee Entertainment and Enterprises Ltd – Zee Turner Ltd.