Times Network launches MN+, an HD-only English movie channel

01 Jul,2015

By Dyanne Coelho

 

The Times Network, which includes channels like Times Now, Zoom, ET Now, Romedy Now and Movies Now, has announced the launch of MN+, a premium movie channel, available only in HD. The channel is a complete rebranding of Movies Now Plus, which will cease to exist post this launch, Vivek Srivastava, Senior VP and Head English Entertainment Cluster announced.

 

The prominence of Hollywood movies in India has gone up, Srivastava pointed out, and MN+ will cater to the intelligent aspirants, the ones who believe their time is valuable, he said. “The channel has been hand-crafted not just for the informed, intelligent and discerning movie lovers, but for the cineastes as well. It is designed to give viewers a Gold Class Experience of Hollywood.”

 

Vivek Srivastava

MN+ and Movies Now will co-exist, showcasing two entirely different sets of movies. It is not a simulcast, Srivastava stressed. Movies that will be available on the newly launched channel include Argo, The Shawshank Redemption, The Hurt Locker, Sherlock Homes, The Bourne Supremacy and the like. Advertising duration on the channel is set to be at six minutes per hour while on Movies Now it is 12 minutes per hour.

 

“The MN+ extension of Movies Now comes at a time when viewers across our markets have responded extremely positively to the Movies Now brand. The rapidly growing reach and ratings of Movies Now over the past year bears testimony to this,” Srivastava said, adding, “Movies Now leads the category in BARC ratings. The channel commands a 26 percent market share and has the highest reach in the category.”

 

The network is focusing on both metros as well as Tier II and Tier III cities. “Consumers are ready to pay a premium for HD because of the quality and if you give them what they want and the content is easily accessible, then they are likely to avoid resorting to illegal downloads to catch their favourite movie,” Srivastava said. The network is confident that MN+ will add to viewer and advertiser numbers. The implementation of DAS in Phase 3 and 4 is eagerly awaited and will help in terms of subscription revenues and availability, Srivastava added.

 

The MN+ library comprises must-watch movies across genres that are universally celebrated and are discussed extensively in social gatherings of people who have an opinion.  The channel will not only showcase great titles, but will also package them in interesting on-air properties like Center Stage, Great Adaptations, Opening Night and Hollywood Select, among others.

 

Discussing the target audience of the channel, Srivastava said, “MN+ is for those premium audiences that have the temperament to be choosy about what life has to offer and have evolved to value only the best.”

 

Speaking about advertiser endorsement, he said, “Not just viewer delight, we are also pleased and humbled by the strong and enthusiastic response from advertisers and marketers. Over the past year almost all the major brands have been present on Movies Now and we are increasing that count every day.”

 

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