Hindi movie channel Filmy completed two years on February 12, 2008. After having established brand Filmy and the focus in the year ahead is to take the channel forward across the areas of content and selling strategies. Shailesh Kapoor, Business Head, Filmy, said, “In the last two years, we have managed to create a brand. The focus this year would be growth of revenues and viewership.”
Kapoor explained that the channel was already seeing better films coming in with barter deals like the one with STAR India taking off. Similar deals with other channels and production houses are also on the cards. He said, “Movie acquisition prices have gone up, and channels are willing to talk to each other and use their money more judiciously and effectively. We are speaking to every kind of channel to see what kind of titles we can get access to, and we would be ready to speak on at least one deal in a month’s time, even as there are more to follow.”
Kapoor further divulged that Filmy had already unveiled four weekly properties to create brands on the channel. He said, “The advantage that Filmy has in the domain is that we have invested in creating properties like shows and multimedia brands that we believe have long term potential. While we will continue to focus on strengthening ourselves further on that, we are now also working on creating other brands that our viewers can look forward to.”
The channel has announced ‘Saturday Blockbuster’, where every week a new film is shown in the 8 pm band. Another property on Sundays is the ‘One-break movies’ at 3 pm. ‘Hollywood Smash Hit’, which is a dubbed content property, is aired on Thursdays at 8 pm. The channel also has a kid’s band, ‘Junior Filmy’ on Sundays at 10 am.
Kapoor said, “The Saturday blockbuster may not necessarily be premieres, but very clearly this band would house the newer titles on television. Even for our dubbed content brand, we have acquired some very interesting titles, and for the kids’ band, we are working on creating characters that would interact with the kids’ to enhance their movie-viewing experience.”
He explained that since the Hindi movie genre saw traction on weekends, the first set of activities found themselves in the weekend blocks. However, there are more to follow on the other critical time bands on the channel soon. The selection of these specific time bands was on the basis of research and viewership patterns. “These also make sense from an advertiser’s point of view, and keep in mind the competitive offering in these time bands,” Kapoor added.