Max gears up for life after IPL 6 with big ticket movies

The Hindi movie channel has strategically used the last 10 days of the Indian Premier League Season 6 to promote its comeback plan

e4m by Synjini Nandi
Updated: May 24, 2013 8:17 PM
Max gears up for life after IPL 6 with big ticket movies

The Indian Premier League (IPL) has been one of the key viewership and revenue drivers for Max since its inception. With Season 6 of the cricket tournament on its way to its conclusion, Max is all set to get back its original programming line-up, backed by a strategic content and marketing plan in place. exchange4media takes a look at the way forward plan for Max post IPL 6.

Neeraj Vyas, Business Head, Max shared that the channel has a great plan in place, which is even more exciting than IPL. The channel plans to strategically use the last 10 days of IPL to promote its comeback plan. Max has already launched promos of the Shah Rukh Khan-starrer ‘Jab Tak Hai Jaan’ as well as the line-up of new movies that it will be showcasing on the channel.

Programming and movie aquisitions
“We are going to undertake a campaign with the movie ‘Yeh Jawaani Hai Deewani’, where you will see a lot of activities. IPL will provide a great platform for us to announce how Max will now be back to being the movie channel that the audience always liked,” Vyas added.

In terms of movie acquisitions, the channel will be showcasing movie titles that will be a healthy mix of all since it is not feasible to showcase only big ticket movies. According to Vyas, the current demand-supply situation has led to the prices going through the roof. Hence, it is important to buy what is available at the right price, and market and package it in a manner that makes it attractive for the target audiences.

Some of the big titles on Max this year include ‘Jab Tak Hai Jaan’, ‘Talaash’, ‘Once upon a time in Mumbai’, ‘Shootout at Wadala’, ‘Raaz 3’, ‘Ashiqui 2’, ‘Krrish 3’, ‘Yeh Jawani Hai Deewani’ and many more.

Marketing backed by intensive research
Vyas believes that going forward, it will be a critical year for marketing and stated, “With LC1 becoming a reality and post DAS, it is crucial for a lot of marketers to take a very close look at the audiences, understand their lifestyle and their viewing patterns in order to get a deeper insight into their psyche.”

Also, today with LC1 and the entry of smaller markets, research has become very important. Keeping this in mind, the channel intends to use the results of the research for undertaking customised activities suitable for the respective markets.

“Based on all the learnings, we will arrive at a campaign idea with the intent to have a very real emotional connect with the TG in a happy, smart way. Marketing is also going to be very focussed and intelligent.” Vyas added.

Also, with the expansion of the digital and social media, the channel will be undertaking various innovative activities on Facebook, Twitter, etc., apart from the traditional media platforms. Max currently has 1,145,502 fans on Facebook and 73,748 followers on Twitter.

Monetisation and Revenues
According to Vyas, the acquisition of movies is being undertaken for the entire network and not only for a particular channel. Most of the big ticket movies are premiered on Sony Entertainment Television first since the trading levels of the channel are far higher than Max given the fact that it is a Hindi GEC delivering more GRPs, more time spent and wider reach. The second run occurs in Max. The recovery of money occurs depends on the longevity of the movie, number of times the channel runs the footfalls and the ratings that the property delivers.

Implication of 10+2 Ad cap
With TRAI enforcing the 10+2 ad cap there has been a lot of market speculation. Elaborating on the same, Vyas stated, "I think the point of view would differ from genre to genre and from channel to channel essentially since the economics of the genres are very different. But at the same time, advertising levels are high as they are and one understands that".

All said and done Vyas believes that the regulation could have happened at a later appropriate time when digitisation would have settled in and the channels would have the right price and value for the business in terms of getting more subscription based revenues.

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