Valentine’s Day is round the corner and TV channels are all gearing up for the occasion. Zee Cinema has introduced a month of romance with Mujhse Dosti Karoge, Maine Pyar Kiya, Rehna Hain Tere Dil Mein, Road, Hum Aapke Hain Kaun, Qayamat Se Qayamat Se, Mujhse Dosti Karoge and Mere Yaar Ki Shaadi Hain. Star Movies is telecasting four prized properties, Shakesphere in love, Keeping the Faith, Moulin Rouge and Shallow Hall. Star Gold telecasts Titanic in Hindi, while HBO airs Head over Heels, Sweet November, Three to Tango, Mannequin on the Move and Notting Hill.
Says a senior Star official, “While the Valentine special flicks have premiered on television before, we are re-introducing them with the occasion in mind. Valentine’s Day is an occasion, which has generated good viewership in the past. We expect a good response for this special package. All the specials on Star Movies attract advertisers in a big way due to our aggressive promotion and packaging. It must be taken into account that Star Movies is the only movie channel to show the Oscars live and exclusive. As a prelude to the Oscars, we are airing Oscar fever, which would feature Oscar winning films and nominated flicks. We are also premiering some huge movies like Ice age and Original Sin in February.”
On Star Plus, there is a special contest where viewers can win a dinner date with the Kaahin To Hoga stars Sujal (Rajeev Khandelwal) and Kashish (Amna Shariff). Viewers have to send a love message to the two stars, by mailing it or logging on to www.indya.com. Viewers can also SMS messages by typing KTH at 7827. The last date is February 14 and the winners will be announced on February 17.
Ashish Kaul, Vice President (Corporate Brand Development) Essel Group says, “The festival is being treated and packaged quite differently. While on air, one would see generic promos of the entire festival in addition to individual promos for the three big movies, off air, viewers will see a burst of hoardings in key markets. Radio advertising will supplement our efforts. Radio Jocks will promote the movie of the day and contests will create excitement. Innovative print ads will announce the festival in major publications and ground activities (Zee Cinema vans cruising across cities) would add to the excitement. We are sure that all the promotional activities will fetch good numbers.”
Doesn’t it all boil down to old wine in a new bottle? Kaul replies, “The movies slotted are very strong and emotionally appealing, and gel with the overall theme. The theme of Dil Deke Dekho has a certain attitude and is positive, vibrant and youthful. In addition, there is a lot of synergy between the on air and off air campaign. Good packaging plays an important role in the scheme of things. It adds freshness to the product and makes the brand look attractive and different.”
Channels might be gung ho about their offerings, but are audiences as excited? Just how many lovers will actually be glued to television sets on a day ideal for romantic dinners and moonlit walks?