More than a year after Liquor baron Vijay Mallya bought a majority stake of 51% in Cine Blitz, the magazine has changed its garb. The revamped magazine makes an attempt to look beyond just gossip, fluff stories and star interviews. The attempt is to make the stars touch upon various aspects of a person's life through newly introduced sections in the magazine. It, in a nutshell, is trying to be a lifestyle magazine with all the sections including life style, teen problems, fashion, beauty, fitness and more. The catch is that most of these subjects are being handled by stars - for instance, Rekha is the obvious choice for beauty and Akshay Kumar for fitness.
Says Rita Karl Mehta, high profile editor of the magazine, "We have brought people close to the stars and increased interactivity. We make you see persons behind the stars - get to know them as people. Gossip anyway has no shock value anymore - it has been done to death."
What's more Cine Blitz has also launched a supplementary magazine - Hi Blitz. And you guessed it write - it's all about who's - who of the society.
But what is the synergy between the two, you might wonder. Mehta believes there is. She says, "Times have changed. The barriers between 'Society' so to speak and Bollywood have all but disappeared. One is intrigued with the other - and both want to read about each other."
And what do the media experts have to say on this? Will a cocktail of life style and filmi content work? Says Sam Balsara, "I think it is a good augmentation. People who want to know about films and film stars are also a little more lifestyle oriented. I can't really talk much from a publisher's perspective, but from readers' point of view it is a meaningful value addition".
Mehta expects the new content and segmentation to bring in more brands. She says, "I certainly hope that more advertisers will look at Cine Blitz. It is a big one on our wish list. We have categorised certain sections --Life style, household things, beauty, fitness and we are optimistic that we would see more and more ads from these categories".
And according to Balsara the change in the content is likely to increase the magazine's readership, and advertising, after all, is a game of numbers, so it is likely to follow. He agrees with Mehta that segmentation and introduction of new sections might bring in more brands. He explains, "Increasingly upmarket brands are looking for a good fit with editorial. Advertisers of such products would definitely take a serious look at the option, however fist and foremost, readership has to go up".