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English entertainment war heats up; Sony PIX ties up with Sony Pictures Entertainment

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English entertainment war heats up; Sony PIX ties up with Sony Pictures Entertainment

The English entertainment genre is witnessing quite some action, especially after the announcement of three new channels from the newly set up BIG CBS. Existing players are pulling up their socks to meet this challenge.

Currently placed in the third position, Sony PIX, the English movie channel from Multi Screen Media, is eyeing the No. 1 slot and has hit a jackpot of sorts with a strategic tie-up with Sony Pictures Entertainment.

Through this tie-up, PIX gains Indian television premiere rights for exclusive telecast of all new movies released worldwide by Sony Pictures Entertainment in India. The movie releases from Sony Pictures Entertainment will take off from January 2011.

Speaking on the tie-up, NP Singh, COO, Multi Screen Media, said, “This clearly is a game changer for PIX, which currently has a market share of about 21 per cent. There have been weeks in which it has beaten HBO and taken the No. 2 slot. With this deal, we are very confident that it will firmly entrench itself as the No. 2 player in the English movies genre and move up from there and will eventually get to the No. 1 spot.”

And while most people would think that it was a natural choice for the two to tie up, the management at PIX calls it part of the initial strategy.

Sunder Aaron, Executive VP & Business Head, PIX, said, “This is just along the lines of our initial strategy. We continue to add current films and brand new movies and this was in combination of the strategy. It was natural for us to make Sony pictures the priority and so we are pretty excited about it.”

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