Movies OK will focus on families: Hemal Jhaveri

02 May,2012

By Meghna Sharma

 

After the launch of Life OK in December 2011, Star India is planning to launch a new channel on May 6 under the OK banner – Movies OK.

 

The channel promises to be different from Star Gold, the movie channel launched by the network in 2000. “There is a difference between the two channels. Movies OK will focus on family audience. This means we are going to showcase movies which a whole family can enjoy together,” said Hemal Jhaveri, general manager, Star Gold, who heads the channel. The channel plans to concentrate on genres like comedy. “There is going to be more comedy and less action on the channel,” he added.

 

Apart from content, the other thing which will differentiate the channel from the competitors is the treatment. “The promos are going to be very different and unique from what the other channels do. For instance, we are going to have a Best of Salman Khan Festival called ‘Bhai Ok Please’ where no film footage has been used. So, for the first time, people will see a promo for Salman Khan without him in it. Communication is going to be unique,” explained Mr Jhaveri.

 

If that’s not enough, the channel also boasts of having a World TV Premiere every night by the end of this month. Mr Jhaveri said: “The 7 day 7 premiere is something which no other channel has experimented with earlier. I think it’s the first-of-its-kind in the world as well. So, every night at primetime, one will get to see movies like Kahaani, London Paris New York, Jodi Breakers and others. We are planning to build our channel as a unique platform.”

 

The channel also hopes to use the learnings from their other channels, especially Star Gold which was revamped last year. So, one can expect shorter breaks.

 

The channel has a library of over 1000 movies. “We have been investing in the channel from the past two-three years and will continue to do so in the future as well. Therefore, it’s going to be a unique library. Last year, we acquired the Viacom18 library so that will also add to it,” elaborated Mr Jhaveri.

 

The Hindi movie genre enjoys the third largest viewership pie, trailing behind regional channels and Hindi GECs, according to a FICCI-KPMG report on the Indian media and entertainment industry, released in March.

 

“There are various Hindi movie channels, but there is always space for one more, if it’s different and has good content,” said Mr Jhaveri. Agreeing with Mr Jhaveri’s sentiments, Ashwini Kamat, general manager, MediaCom added: “People don’t have loyalty towards movie channels. So, if a channel has a good library, then it doesn’t need to worry about others because people will switch to it, if they want to watch a particular film.”

 

Janardhan Pandey, associate vice-president, DDB Mudra Max elaborated: “There is enough space on TV to launch a channel but all depends on if one can sustain it at the top slot. A new channel might showcase latest movies, but after some time, many stop investing in a new library and repetition starts. It is then people tend to move away from it. So, it might make an impact in the beginning, but it is difficult to say how a channel will do in the future.”

 

However, advertisers aren’t optimistic about it. “One more channel means more segmentation. So, I don’t think it’s going to benefit us,” said Praveen Kulkarni, general manager (marketing), Parle. The categories which spend heavily on Hindi movie channels are services, auto, personal accessories and telecom. “Launch of any new channel means fragmentation and overall inflation for advertisers,” added LK Gupta, CMO, LG.

 

The channel has a 360 degree promotional plan for the channel. It will also be promoted during Star’s new show, Satyamev Jayate, which will also be premiered on May 6. Radio and digital platforms will be used too.

 

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