Since its launch in April 2006, PIX, the English movie channel from the Sony stable, is sampling every marketing initiative to make the right impact. Now, it is in the process of developing its market presence with innovative strategic alliances in the cross channel promotional arena.
The first such initiative is a joint promotional with VH1 to promote programming content provided by the two entities. This promotion is aimed at increasing awareness about PIX.
Speaking about the tie-up, Sunder Aaron, Business Head, PIX, said, “We are pleased to announce our association with VH1. VH1 is an ideal partner to help PIX reach its target consumers and we believe that such associations will help enrich the brand value of both channels.”
Gitanjali Murari, Programming Head, PIX, added, “Through this association we intend to explore tie-up possibilities that would add value to the programming on both the channels.”
Beginning May 18, 2006, the agreement between PIX and VH1 will be for a period of eight months. During this tenure both channels will be focusing on on-air promotions of their channels and big properties.
Even though PIX might be facing distribution gliches, the new tie-ups are aimed at making the right kind of noise.