The year 2007 was an interesting one for English movie channels, given the close watch kept by the Information and Broadcasting Ministry, and the need for channels to certify their movies as 'U' or 'U/A' by CBFC. All channels embarked on various initiatives to attract audience, and ratings show that Star Movies has been a lead player in the year.
TAM Media Research shows that for the C&S 15+ in the metros markets, Star Movies has stayed on a high all year, followed closely by HBO. Some months see the distance reduced between the two players, while some months see large gaps. However, with the exception of some weeks, Star Movies has sailed high in the year. The channel announced various initiatives like the Bond festival and the Die Hard month, among others.
HBO had its share of good run as well. From the Harry Potter Mania to its original series ‘Entourage’, the channel, too, packed a lot for its viewers. Nonetheless, HBO saw close competition from newcomer Pix in the year. Unlike Star Movies and HBO, which invest on premieres of new movies, most of the movies on Pix are library movies. Pix was a clear number three in the year. However, in the third quarter of the year the channel gave HBO a tough time.
Pix had an elaborate marketing in the first quarter of 2007 to mark its first anniversary. Apart from that, the channel hit on various interesting initiatives like reality TV show on filmmaking, ‘Gateway’, with Ashok Amritraj, Founder and CEO of Hyde Park Entertainment. The channel also joined hands with Sunsilk GOG for a short film festival.
Meanwhile, Zee Studio was the number four player in the genre all year. Some differentiated initiatives from the channel included the Satyajit Ray film festival.
Other Overview 2007 stories:
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Overview 2007: Changing tunes in music channels with new players coming in
Overview 2007: AXN in GEC, Discovery in Infotainment – English leaders don't change
Overview 2007: AXN in GEC, Discovery in Infotainment – English leaders don’t change
See graph below.