Softline Creations is optimistic that Indians’ love for movies will work in favour of its new 24-hour Hindi movie channel, Cinema TV. The channel will go on air from June 1, 2012.
Cinema TV is entering the highly competitive Hindi movie genre, which has well-established players such as Star Gold, Zee Cinema, Max, UTV Action and the recently launched Movies OK, among others.
Hitesh Sabharwal, CEO, Softline Creations is unperturbed by the competition as he shared, “The concept behind launching a new movie channel is that cricket and movies are two staple diets of Indian viewers. Though there are other players in the market, we will sustain in this cut-throat competition as we are creating a bank of movies and promoting appointment viewing amongst our TG.”
The channel’s USP is summed up by the brand tagline ‘Har cheez ka sahi waqt hota hai’ (There’s a right time for everything). Sabharwal explained, “The tagline relates to the fact that on Cinema TV, every movie has an appropriate time to be watched. We will categorise the movie as per timings for our different audiences.”
For promotions, the channel has roped in comedian Raju Srivastav as brand ambassador. Conventional medium such as print, television, cinema and outdoor is being used by Softline Creations to spread awareness about Cinema TV.
Meanwhile, when asked whether there was space for another Hindi movie channel, Amin Lakhani, Principal Partner, Mindshare replied, “There are more than 800 channels; it all depends on people and the TV channel. If you have good content and distribution in place, then it will work.”
The free-to-air channel will be available on DTH service providers Reliance Big TV and Airtel Digital TV. The channel will also be accessible on the cable network and is looking forward to the digitisation drive from July 1, 2012 to reach out to a larger audience base.