Movies Now, touted as India’s first HD English movie channel, from the Times Television Network bouquet, has completed one year. And in its first year of operations, the channel claims to have broken the monopoly of Star Movies and HBO in the English movie genre.
“It wouldn’t be wrong to call ourselves the Terrific Times Television Network, because all our channels are best in their categories,” said Sunil Lulla, Managing Director and CEO, Times Television Network. “We are committed to deliver distinctive brands to our viewers and Movies Now has made a breakthrough.”
The channel claims to have a 30 per cent share in the pie of all English channels in the country. “A viewer spends at least 37 minutes on our channel as compared to the others in the category. Since inception, we have not only dominated the ratings, but have also catapulted the entire category viewership by whopping 50 per cent with an increase in GRPs from 50 to 74 points,” said Ajay Trigunayat, Channel Head, Movies Now.
“There is a misconception that English movie channels are niche channels, we are a mass channel and want to be available on all platforms. The channel which has viewers on both analog and digital platform is eagerly waiting for the digitalisation of cable TV. “It’s a natural progression. Even today a number of channels on analog platform are not received at a great quality. So, once the digitalization takes places the channels would be available at great quality,” said Trigunayat.
Agreeing with Trigunayat, Lulla added, “It is a best thing to happen to TV recently. And we are hoping like other transactions it would be a smooth one too.”
Apart from increasing our reach from all eight metros to the one million-plus markets, Movies Now is also in talks about launching regional channel. “The idea has been there for sometime now, but who knows in the next 18 months or so, we might launch a regional channel. Our confidence has only grown over the year after the success of Movies Now and we have realised that there is a lot of potential in the regional market,” said Trigunayat on the road ahead.