Pix’s summer blockbuster gamble
Pix is revamping its prime time slot to tap the summer vacation viewership. The channel is chalking out a digital strategy to increase audience connect
Published - 14-June-2012
English movie channel Pix has lined up a movie fare cutting across many genres – sci-fi, animation, adventure-action, humour, thrillers, action – to consolidate the 9 pm slot. This revamping targets all members of the family. The idea is to increase viewership throughout the summer vacation and monsoon season.
Amogh Dusad, Programming Head, Pix, said, “We have been undertaking various activities for the last six months. The Indian Premier League (IPL) Season 5 had affected viewership, but now we are back with fresh programming slots. It started with the Sunday Break Out. With vacations on full swing in June, we have enhanced our prime slot of 9 pm.”
In order to create awareness about the revamping, Pix is carrying out promotions on digital and print media as well as at multiplexes such as Cinemax and PVR.
Pix is also undertaking a ‘Flipbook’ initiative which offers viewers a sneak peek into the line-up of the month on the channel. Sharing more on the Flipbook initiative, Himmat Butalia, Marketing Head, Pix, said, “This will work as dictionary for viewers and is more effective. Earlier, we used to publish a handbook and send it to our fans. But with this digital step, we have been able to engage more people and can also keep a tab on visitors.”
Meanwhile, the channel has also come up with a contest around movies to further engage viewers on the digital platform.