HBO has decided to review it's marketing and programming strategy for going deeper into the Indian market. With this decision, Turner International's HBO is the first 'All English movie channel' in the country to turn towards entertainment programming for increasing it's penetration into the cable and satellite households in the country.
This would effectively mean that the viewers will get a taste of the latest pop concerts, serials and other entertainment frills on this channel. HBO would roll out a series of pop concerts of the likes of Britney Spears, Jennifer Lopez, besides popular serials and shows.
India is perhaps the only market in Asia where HBO has adopted this dual programming strategy. The research findings in the smaller towns have shown that there is scope to merge the two genres of movies and entertainment based programming.
Meanwhile, together with it's re-oriented programming strategy, HBO is planning a series of brand awareness and above-the-line advertising initiatives outside the major metros in the next few months.