Hindi movie channel Filmy has shuffled its programming schedule by introducing more original content that has given the channel its distinct identity. The original programmes will be extended across all time-bands and movie content.
Shantonu Aditya, CEO, Sahara One Media and Entertainment Ltd, said, “Filmy’s popularity can be attributed to its innovative approach towards programming with original content and movie jockeys forming the cornerstone of its strategy. Its refreshing fun and irreverent attitude has been well supplemented with a choice selection of latest blockbuster Bollywood movies.”
Commenting on the channel’s popularity, Ashutosh, Business Head, Filmy, said, “We are glad that within such a short span of time, Filmy has been successful in highlighting its long-term commitment towards driving novelty and production quality in Hindi movie programming, and in providing a variety of choices to our viewers. It has helped us provide a complete bouquet of Hindi television entertainment to meet the diverse demands of marketers, advertisers and viewers of different demographics.”
The new programmes that are being rolled out in July-August started with ‘Filmy Hot Breaks’, a 90-second long fun segment, aired during the breaks of 21 movies a week. ‘Filmy Hot Breaks’ will be shown between the movies at 10 am, 3 pm and 8 pm.
Characters like Lallan and Rokky will pack these intervals with humorous anecdotes, gags and interviews related to the film being aired. ‘Filmy Hot Breaks’ will also present film related snippets, trivia and the spoof ‘Tedhi Baat’.
Shailesh Kapoor, Head, Content and Marketing, Filmy, said, “We conducted a research and found that viewers enjoy watching our channel because of the manner in which we introduce movies or have short clips between films. Filmy has a distinct identity because our key differentiator is the programmes we show between movies. We do not simply show back-to-back movies and have invested in introducing interesting characters like Lallan, Lal Gulab and Rokky, who make our channel an interesting watch.”
According to Kapoor, Filmy’s focus was to not have too many 30-minute programmes, but short programmes between movies.
Film news programme ‘Aaj Ki Filmy Khabar’ will have a long format on Saturday at 7:30 pm as well as short clips throughout the week. ‘Aaj Ki Filmy Khabar’ will have news, in-depth analysis, debates, and facts and figures from the box office. While Rokky 99 will continue to be on air on Sundays at 7:30 pm, Filmy will introduce fresh comedy clips on ‘Meri Bhains Ko Anda Kyon Mara?, a 60-minute daily comedy show where the funniest scenes from Hindi movies will be shown.
Other interesting fare on Filmy will include ‘Freedom to Laugh’ which will entertain viewers all day long on Independence Day. In mid-August, Filmy will show nearly 40 short films that are currently being judged and shortlisted by filmmaker Madhur Bhandarkar, who is the jury head for Filmy’s short films festival, which the channel plans to re-introduce at a later date to encourage new talent.