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English movie channels - does loyalty drive them?

13-May-2002
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English movie channels - does loyalty drive them?

HBO, Star Movies, AXN, Zee MGM and Hallmark- all English movie channels, but each one with a different persona, each one with a different set of audience and each one with a different look, feel and movie-menu. This time, we look at what sets each of these channels apart and what makes some of them click more than the others. It's said (and religiously believed) that a marketer's biggest fear is a customer who switches brands easily. And if that is what marketers of the English movie channels also fear, they have a reason to panic some more. Have a look at the TVRs of HBO, Star Movies and AXN below.

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