PIX, the English movie channel from Multi Screen Media Pvt Ltd, is on the road to reinventing itself. It is increasingly looking at shaking away the popular perception that the channel runs old classics and wants to communicate to its TG that PIX airs popular new movies as well.
Talking about the need to communicate this stance, Sunder Aaron, Senior Vice-President and Business Head, PIX, said, “The channel is evolving, and with that, there is a need to have a new appearance and bring a change in its wardrobe. While we started as a movie channel airing English Classics, we have moved to airing popular current blockbusters like ‘Slumdog Millionaire’ and will be airing Michael Jackson’s ‘This is It’ this month. We have revamped our channel logo, which is now sharper and has a fresh appeal. These efforts are just to communicate to our TG that PIX is not just about classics, but also about new movies. With this we also hope to add new set of TG to our core target audience.”
In keeping with its effort to change perception of PIX, the channel will be airing ‘This Is It’ on June 25, which is Michael Jackson’s concert film and one of the biggest blockbusters of 2009. The movie is a compilation of interviews, rehearsals and backstage footage of Jackson as he prepared for his series of sold-out shows in London just before his death. PIX also has some acquisition plans for the channel. ‘Hurt Locker’, an Academy award winner and ‘Hot Tub Time Machine’, one of the biggest comedies of this year are also being acquired.
As part of special promotions for ‘This Is It’, the channel will air Jackson’s 30-minute ‘Thriller’ video on the channel.