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Tag: Shruti Bajpai

  • HBO lines up Bond festival, launches biggest marketing campaign

    HBO lines up Bond festival, launches biggest marketing campaign

    MUMBAI: HBO, which has lost market share in the English movie channel space, has packed 21 Bond films and has kicked off its biggest marketing campaign for the festive season.

    The movies, dubbed under the “HBOO7” initiative, will air Monday-Friday ‘after the 9 pm movie‘ slot.

    As Star Movies had shown the Bond festival earlier in the year, HBO is trying to connect the property to the viewers‘ through a differentiated promotional strategy. The channel‘s identity has been fused to the property.

    Said HBO South Asia country manager Shruti Bajpai, “This is the biggest marketing campaign in the channel‘s history. The levels of innovation are higher compared to our previous campaigns. We are using our own Bond women for the campaign that covers on-air, OOH, digital, print etc. We have created a site HBOO7.com that offers fans everything they want to know about Bond. There is also a desktop widget that fans can download. We are offering games where, among other things, people can dress up Bond women.”

    A contest is being run on-air where fans can win Omega watches, ipads etc. The ads have been created using three themes – Bond and women, Bond and gadgets and Bond and villains. “This creates more focus and is different from just airing TVCs,” Bajpai said.

    On the OOH front, the channel has taken billboards. In some of them, the cutout of a Bond woman is used to give a 3D impression.

    Apart from the Bond festival the channel is also doing a ‘Diwali Platinum‘ initiative at 9 pm where blockbusters are shown. The ‘Diwali Gold‘ initiative at noon offers fun and family-oriented films.

    On Sundays, there is a “Heroes versus Villains” initiative where films are shown back to back at 9 pm and 11 pm. The theme is that of good triumphing over evil.

    On the ad front, Bajpai said that in keeping with the Bond festival poker sets have been sent to agencies.

    Tata Manza and Sony Bravia are the main sponsors for the HBOO7 initiative. Other sponsors include Phillips and Micromax.

  • ‘Now there are four key players in the market’ : HBO South Asia country manager Shruti Bajpai

    ‘Now there are four key players in the market’ : HBO South Asia country manager Shruti Bajpai

    Adopting an aggressive posture, HBO is giving a push to its content as competition turns fierce in the English movie channel space.

    After its deal with Sony Pictures Entertainment (SPE) ended, HBO stitched deals with 16 studios. The focus will continue to be popular blockbusters, cutting edge titles and original content.

    The entry of Movies Now has shaken up the market and from a two-horse race it now has four key players. HBO, however, is looking at a double-digit growth this year and has brought in new category of advertisers to the genre.

    In an interview with Indiantelevision.com‘s Ashwin Pinto HBO South Asia country manager Shruti Bajpai talks about the challenges that the genre faces.

    Excerpts:

    New entrant Movies Now seems to have upset the applecart, pushing HBO to the third position. How do you plan to bounce back?
    Rating fluctuations are normal for any channel in this business. As the number of players grow, it is more important for the category to expand. As for HBO, there’s no reason to feel threatened because of the sheer differentiation in terms of our content. We are the only channel with the capability to bring the most popular blockbusters, cutting edge titles and original content. In terms of both quality and quantity, we are still unmatched.

    Movies Now’s strategy of showing popular films that have high repeat value seems to have worked. So have premieres gone down in value?
    No! That counts for a lot in terms of brand perception. At the end of the day it is about what your brand stands for. We show more premiere blockbusters than any other channel. Our focus is on having more premieres, strengthening our franchises and telecasting HBO Originals. Our USP is to offer something for everyone and be a one-stop shop.

    What impact are the new players having on the genre?
    From being just two key players in the market, now there are four – HBO, Star Movies, Movies Now and Pix.

    After HBO’s output deal with Sony Pictures Entertainment ended, how have you lined up content to take on competition?
    We have, in fact, expanded our content pipeline. Last year, we stitched deals with 16 studios. We have the very best of blockbusters like ‘Ironman 2’, ‘Inception’, our popular franchises include Rocky and Bond. We have cutting edge titles like Blind Side, Stieg Larsson’s Millennium Trilogy and ground-breaking original content like Temple Grandin.
    ‘There are plans to expand the base in India and HD will be a part of that‘

    Movies Now was the first HD channel in the English movie genre. Is HBO looking at HD feed?
    There are plans to expand the base in India and HD will be a part of that. We can’t really speak for others, but HBO has a multi-channel and HD presence in most of the countries across the globe. India will be no exception.

    Content costs are escalating due to intense competition in the genre. Has revenue also expanded?
    Rising content cost is a factor, but a point of concern more for our competitors and relatively less for HBO. Unlike the rest of the channels which are mostly home-grown or only operational in Asia, HBO is a global player with widespread presence. With multi-year output deals with three studios – Warner bros, Paramount and Universal -and content from 16 other movie companies, we are best equipped in the genre to manage content acquisition costs.

    English movie channels in combine earned an ad revenue of Rs 3 billion last year. Will the genre post a 20 per cent growth this year?
    Though this year has been a bit challenging for all non-sport categories with high influx of cricket, we wouldn’t like to speculate on what the genre has made. English movies has always been a very sought after genre with a wide variety of advertisers and HBO being the most preferred channel in this category, has maintained the growth rate as per the previous years.

    What revenue growth is HBO targeting this year?
    HBO has always maintained double-digit growth numbers and this year will be no exception. We don‘t have advertisers; we have partners.

    We are also perceived as a very premium, international brand among the viewers as well as the advertisers. Many high-end and prestigious brands like Audi and BMW spend a large chunk of their marketing budgets on HBO. In the English movie channel genre, we command the highest rate for our inventory.

    Are you tapping into new categories?
    Yes. In fact, this has been our biggest success this year. We have added more than 30 clients this year, with far more contribution from new categories. It’s our high value perception that has helped us bring some non-traditional categories like real estate on board.

    What are the challenges the genre faces?
    English movie and entertainment channels face the same challenges as any other channel in the country – intense fragmentation. In the last couple of years, this category has seen a significant number of new entrants. HBO, however, has always stayed a step ahead of the game. Since inception, we have been one of the strongest players in the market with superior content and high value to advertisers and viewers alike.

    The DTH base is growing rapidly. Are you looking at content innovations for this platform which can yield more revenues?
    Yes! As the base grows, there is a need to tailor content for DTH.

  • ‘India is among the top three markets for us in Asia’ : HBO South Asia country head Shruti Bajpai

    ‘India is among the top three markets for us in Asia’ : HBO South Asia country head Shruti Bajpai

    For 10 years, HBO has warmed up audiences with big movie titles, library content and branding as a premium English movie channel.

     

    The arrival of more players has not shaken up HBO‘s positioning. The channel has grown amid audience fragmentation and India surfaces today as the top three markets in Asia.

     

    In an interview with Indiantelevision.com‘s Ashwin Pinto, HBO South Asia country head Shruti Bajpai talks about the the channel‘s decade-old existence in India and the plans ahead.

     

    Excerpts:

     
    We are at a time when a lot of English channels are looking to come in. What is the reason for all this rush?
    There has been an influx of channels for some time now but it is not as though it is happening all of a sudden. Nevertheless, what is happening now is that with HD and DTH spreading their reach, a lot of specialised channels are looking at India. There is more interest as licences have been got and we are now hearing about more launches. Since Indian television has expanded, there has been a steady increase and there is more of an influx of English entertainment channels.

     
     
    For long-existing players like HBO what challenges does this present?
    The challenge is to retain existing viewership and get new viewers. And it is not just competition from the English entertainment channels, but also from theatrical releases and other forms of out-of-home entertainment. We have to be on our toes in terms of constantly refreshing content, delivering our promise of blockbusters and giving the extra value of entertainment that viewers don‘t get to watch anywhere in the form of HBO Originals.

     

    We will continue to do this as more and more channels come in. We have been successful as a brand and as a channel by increasing our offerings year on year.

     
     
    In the English film space, new entrants have caused fragmentation. Players including HBO have lost some share. What is HBO‘s overall game plan to counter this?
    I will answer this on two levels. All genres have fragmented with new players coming in and the English movie genre is no exception. Content has to be compelling for people to continue watching. On the other hand, maybe the way English entertainment viewership is tracked needs to change. Our measurement is still traditional. As more people enhance their TV watching experience through digitisation, channels get watched more. We need to look at the reporting of English entertainment space.

     

    I don‘t believe that the picture presented through traditional measurement is completely true. Why is there so much interest by companies to launch English entertainment channels if people were watching less of it? I am not sure if we feel that the measurement of digital homes has no scope for improvement. It has to capture the actual increase in the television viewing universe. Perhaps the measurement base has to be expanded. The measurement system has to keep pace with the pace of digitisation.

     
     
    How is HBO celebrating 10 years of operating in this space?
    From September on, we have 10 best films of the year. Our spots will celebrate the landmark.

     

    We are also refreshing our look and feel. This is being done in-house out of Singapore and comes into effect next month. The graphics, colours and fonts are being improved upon to give the channel a livelier and friendlier look.

     
     
    In terms of business generated and viewership, where does India stand versus other Asian markets like Singapore and Hong Kong?
    It is a priority market. India is in the top three. It has the potential to surprise you with viewership increases.

     
     
    ‘I can‘t give a timeframe as to when we will launch more channels. As I have said before, it has to make business sense. The timing has to be right and the market has to be large enough‘

     
     
    Has there been any difference in focus this year compared to the previous years?
    There has been more focus on HBO Originals. Our line-up has been better than in previous years in terms of the slate of movies like The Dark Knight, Star Trek, Terminator Salvation, Angels and Demons. Hollywood Premier League continues to grow for us. The aim is to balance the quality and quantity of content and to better ourselves at our own game.
     

    Has any research been done to find out how HBO is perceived?
    It is our mix of raters and differentiators that has led to a high perception among viewers. When you do a poll and research, viewers say that they like us for the kind of films we show. Even now we get talked about for movies like An Inconvenient Truth, Blood Diamond, A Mighty Heart, The Kite Runner. A lot of movies that will come to HBO like Invictus are doing well critically and theatrically.

     

    There is a high quality perception that viewers have of HBO. This helps us maintain our brand image. We are not known by the last title we show. What makes a viewer remember a channel more than the last title is the entire package and this is where we score.
     

     
    Has loyalty come into this genre or is it just a question of who has the better titles at primetime?
    It is a mix. You have the top two channels – HBO and Star Movies. Then there is a distinct number three. This has been happening for 10 years. There is a diverse selection on HBO ranging from romantic films to sci-fi. You cannot just have raters and one kind of film. Otherwise a dubbed English movie channel would be on top.

     

    We keep our ears to the ground and make the schedule as sharp as possible. It has evolved over a continuous basis. The number of movies shown is highest on HBO. You need to see how you hold the audience‘s interest. Make sure it is known as a brand not just for raters but also for things like True Blood. If somebody wants sci-fi, they can watch films in that genre. If they want blockbusters, it is there. The variety we offer is something nobody else has and this has led to the loyalty. It is not just about stitching films together and launching a channel.
     

     
    What are the steps that HBO has taken to grow the audience base over the years?
    Our primetime is not what has been traditionally defined. It is when people are watching it the most. Then you can grow it. Are there specific opportunities for genres like action and romance? When are women watching it the most? When do men come in? What about teens? It is the on-going job of the person in charge of programming and scheduling to look at ways and means to use this data to expand viewership.

     

    We were the first to come out with a block for women – HBO Time Out – years ago. We did a ‘HBO See It First on Sunday‘ block and now Star Movies has come out with something similar. We created a slot for kids, teens with Whazzup years back. If you remember, other channels did things like Action Mondays, Romantic Tuesdays. It was genre based and not viewer based. We were the ones who came out with a viewer based, profile targetted strategy.
     

     
    Has the way in which viewers consume HBO changed over the past three years?
    Three years back I would not have expected our series, True Blood, to have done so well. It is not all about creepy crawlies and a sinking ship. Thinking man‘s films are doing better now. I would give the example of Revolutionary Road which got positive feedback. Over the years due to more exposure, people have grown to appreciate films like this. But the basics do not change. Action continues to do well.

     
     
    Are you looking at dubbing?
    We do this as a one off. I don‘t think that it works to do it often as it can put viewers off. The channels that show dubbed movies are targetting viewers who do not understand English well. This is expanding the market for English films. For us, though, subtitles are enough. It helps with those films where accents are tough to understand.

     

     When do HBO‘s licensing deals with studios come up for renewal?
    These are multi-year deals. I cannot talk about the time frame.

     
     
    Pix has now gone into the blockbuster space as library content does not work that well. How do you see this impacting the other players?
    Every movie channel has some blockbusters. I don‘t understand the big deal. There is no comparison to the number of blockbusters HBO and Star Movies brings versus what the other channels can bring. The key is to compare how blockbusters rate among the channels.

     
    What role does library content play in getting viewers?
    You need to have good amount of blockbusters that rate. But library also delivers ratings. It is this mix that makes or breaks a channel. We make sure that library titles are something that Indians want to watch. We do not have a library for the sake of it. We do programming around franchises like Lord Of The Rings. We are running a Star Trek franchise. It has to be relevant. 
     

    How will HBO be celebrating the festive season? Which are the big properties coming up?
    Our festive season kicks in early due to our 10th anniversary which we celebrate next month. We have the 10 Best Movies Of The Year initiative. On the television series front, we will air True Blood followed by Number One Ladies Detective‘s Agency followed by Hung over the next couple of months. We will have films like Public Enemies, Gran Torino, Julie and Julia. We will have a big Diwali Festival. We will have the Diwali Blockbuster of the month and Blockbuster Of The Year coming up in November. There will also be India specific programming. We are looking at two shows in this regard.

     
    What unique initiatives have been lined up on the marketing front in a crowded marketplace?
    We don‘t spend a lot, but we spend smart. We will be doing a campaign next month to push films and the fact that we are celebrating 10 years. We will use social networks to talk about 10 years and the message will be Celebrating 10 Years.

    The digital platform is definitely important for us. The teenagers going into their 20s are absorbing media. Where are their touch points? We focus on social communities because we have to be there where the potential viewers are. Sometimes we do not have to spend a lot but focus on building communities where goodwill for our channel can be garnered. This cannot be one off for a title. The online conversation has to be about the HBO brand.
     

     
    With the new players coming into the English entertainment space as a whole, do you see the ad pie correspondingly growing?
    It will not de-grow. There is a high level of involvement that happens with the English movie genre compared to other genres like English news. So there are advertisers who will always want to reach out to this segment. You have FMCGs that have a luxury range. You have holiday destinations, insurance companies. Cola companies will come out with more offerings. They want to reach the viewer as you cannot take Hollywood out of the life of an Indian. I see a healthy ad revenue growth this year.

     
    How is the mood in the ad market this year compared to last year?
    It is more upbeat. We are back on track in terms of the interest levels among advertisers. Our primetime inventory is almost completely utilised for the year. It is about the brand image that we have cultivated over the years that has stood us in good stead. We make sure that there is not much clutter on-air.

     
    Could you give me examples of packages that HBO offers clients that go beyond the 30-second spot?
    We have been pioneers when it comes to brand integration. We once did a ‘Maruti Suzuki Live The Moment‘ initiative. The movies were about living the moment. For an initiative with HDFC Children‘s Plan, we showcased films like Pursuit Of Happyness. For the two wheeler Scooty, we did a Babelicious initiative. We also do things like HBO Scorecard that builds engagement. All this has solidified our relationship with advertisers.

     
    Do you feel that the English movie genre should compete better against other genres like English news for ad revenue?
    The involvement is different. We would be higher in the pecking order in terms of the kinds of ads shown. We have a disciplined niche quality when it comes to advertising and the viewer experience. The engagement that a viewer has with news would be much less compared to movies. The engagement is deeper with English movies. An English movie viewer might check out the news first when he gets home at around 8 pm or so. Then he will watch a movie at around 9 pm. To compare the two genres though is not fair.

     
    How is the deal with Zee Turner working out in terms of reaching the smaller towns and cities more effectively?
    The relationship with Zee Turner been working well. There is an opportunity to grow more in the smaller cities and towns. At the same time, our marketing budget is limited. There is only so much we can do. We have to focus, prioritise and take a call. But it makes sense to expand the market. It is part of our long term plan.

     
    Do you see 3G having a big impact on this genre?
    This is not something immediate, but it will definitely happen. We have to take a cautious approach initially to this. It will be slow and steady for us. 3G will happen at its own pace and time.

     
    HBO also has a women-centric channel abroad. When will this come in?
    I cannot give a timeframe as to when we will launch more channels. As I have said before, it has to make business sense. The timing has to be right and the market has to be large enough. The distribution scenario is changing as we speak. Cas is not spreading as had been expected earlier but digitisation is. 

  • ‘2008 has been HBO’s best year in terms of quality and quantity of programming’ : Shruti Bajpai – HBO South Asia Country Manager

    ‘2008 has been HBO’s best year in terms of quality and quantity of programming’ : Shruti Bajpai – HBO South Asia Country Manager

    As the television landscape gets more crowded with new entrants, the challenge for existing players is to keep innovating. HBO, which has bought out the stakes of its partners in the Asia venture except Paramount, still has exclusive licensing arrangements with Sony, Universal, Warner Bros and Paramount/DreamWorks.

    Late last year, the English movie channel launched an anchor slot HBO Wicked Hour. The focus in this slot is on action, thrillers, suspense, sci-Fi and critically acclaimed movies for the late night male viewers. This is part of the channel’s strategy to create new programming blocks to cater to specific TGs.

    In an interview with Indiantelevision.com’s Ashwin Pinto, HBO South Asia country manager Shruti Bajpai talks about the challenges that confront English movie channels and the pressure to focus on content and branding.

    Excerpts:

    Why did HBO buy out its partners in the Asia venture except for Paramount?
    This was a management decision in keeping with HBO’s expansion plans across the world. HBO wanted to further build on its strong position in the US. The majority equity stake in HBO Asia is a further testament to this expansion.
    Does the channel now have to bid for new titles coming from its former partners?
    We have exclusive licensing arrangements with Sony, Universal, Warner Bros and Paramount/ DreamWorks. This arrangement continues uninterrupted. This is the reason why we have such a strong inventory.

    What are the challenges that are going to confront the English movie genre over the next few years?
    The last few months have seen a spate of launches in the Hollywood/International cinema and there are some more expected this year. There is an intense amount of clutter in the overall TV channel space and the viewer is spoilt for choice.

    I am of the firm opinion that channels with compelling and consistently ‘winning’ content will continue to flourish while the others will just about manage to survive at the periphery. Hollywood movies are beginning to grab a bigger chunk of India’s huge movie market, traditionally dominated by Bollywood.

    A larger Indian audience than ever before is viewing the Hollywood movies and the appetite for such content seems to be increasing. Breaking through the clutter and being able to hold on to the attention of the audience, which is usually short due to the ample choices available, will be a rising phenomena in this category.
    How has HBO fine tuned its programming strategy?
    HBO has been following the mantra of ‘Big, New, Most’ for Indian viewers. We have always devised innovative and topical themes around our movies, instead of fitting it in a “genre for each day” bracket. We do not believe in doing automatic repeats the morning after, like other channels.

    Has HBO spruced up the content this year because of new competition?
    It will not be wrong for me to state that 2008 has been HBO’s best year in terms of the quality and quantity of programming. We have a supply of blockbuster hits that take center stage every month like Superman Returns, Ghost Rider, Happy Feet and Mr. Bean’s Holiday.

    In addition, we also air critically acclaimed movies and blockbusters that anchor the Saturday primetime slot at 9 pm. These have included Munich, World Trade Centre, Memoirs Of a Geisha, Blood Diamond. Upcoming titles include Spiderman 3, Surf’s Up and The Pursuit Of Happyness.

    What is also important is our focus on entertaining themes. These are conceptualised for the channel every month. They target different TGs and advertisers. Some examples of these are HBO Animation Fest, Mad About Diamonds, Fast Cars and Gorgeous Babes, HBO Earth Day.

    Also playing a role are tentpole events. We did a Hollywood’s Best initiative which featured Oscar nominated/winning movies, HBO is Summer during May and June, which featured Summer of 60 Nights. Here, a blockbuster movie was shown every night. Moreover there were also mini-stunts under the HBO is summer umbrella like Entrapment, Martial Arts Specialists ‘Codename: SuperKids etc. All these have resounded with our target audience.

    To add to this, we have looked to raise the bar when it comes to quality programming with original series like Entourage, the third season of which has just begun on the channel and themes like HBO- Movies with a difference that showcases movies that make us sit and think.

    Have new programming blocks been created to cater to different TGs?
    Our most current anchor slot HBO Wicked Hour was launched late last year. It focuses on action, thrillers, suspense, sci-Fi and critically acclaimed movies for our late night male viewers.

    Right now, we are focussed on building this slot and also other key slots like It’s a Guy Thing, Midday Matinee, Family Sunday etc. We are always on the lookout for creating new programming blocks to cater to specific TGs.

    As the audience gets more fragmented in the metros, the challenge for English movie channels is to reach out to the smaller cities as well. How is HBO targeting these viewers who are aspirational?
    Television is one of the biggest sources of entertainment for people across categories in India. Where the audiences have evolved, programming has also seen a huge turn around on the small screen. With the choice and variety on offer for the Indian audiences, the television industry today is booming. It is not only in the metros but also the smaller towns where there are potential viewers. What matters ultimately is the content that is shown – if the content is different and unique, it is well appreciated by the viewers.

    The increase in multiplexes in smaller towns and the increase in global travel by Indians from all across the country have added to the familiarity with Hollywood movies and shows. HBO is a global brand and this helps in the affinity towards the channel.

    How has the channel fared on the ad sales front?
    The ad revenues are growing year-on-year. Turner, our ad sales partner, has done an excellent job to maximise revenues and also retain a number of advertisers exclusively on HBO.
    ‘DTH is growing, but the format is still the classic ‘one price for all channels’ rather than specialised packages. This is expected to change as the market matures‘

    Has perception among clients about this genre improved?
    HBO is perhaps one of the few channels that is more than just a channel; the brand gives a big boost to the channel’s perception.

    Also, English movies is a genre that our ad clients consume on a regular basis.

    What are the kind of packages you offer clients that go beyond the 30-second spot?
    We have different packages that are tailor made for different clients. One of our packages is the brand integration package where we seamlessly integrate the positioning of the brand that is being advertised into the theme for the month. We also have a lot of contests that we do for the advertisers that go beyond the 30-second spot.

    Channels have started advertising on rival bouquets. Does HBO accept ads from other channels that are not part of Zee Turner or is there a conflict of interest?
    We do accept advertising from other channels, but are careful in picking those that have the right fit. Some of the channels that have recently advertised on HBO are BBC Entertainment and English business channel UTVi.

    Is HBO looking to boost its content around news shows to add variety to filmed content?
    HBO has always believed in giving its Indian audiences the best of international programming and content across genres. We already have a diverse mix of blockbusters, all time favourites and original productions. In fact HBO is the only channel to have both the raters and the differentiators.

    The third season of the show Entourage just premiered in late June and we have Big Love coming soon. Also, the recently-aired two part mini-series in the US, The Andromeda Strain, which is based on the best-selling novel by Michael Crichton, is going to be on our channel soon.

    Does HBO do a lot of marketing and promotional activities to create awareness?
    HBO’s marketing and promotional activities have always looked to be innovative and clutter breaking. This year we have had many multimedia campaigns to announce our Summer line-up, our mega blockbusters and our shows.

    We have a well planned strategy for the rest of the year, especially during the festive season of October-December. As we speak, we are running a multimedia campaign that includes a contest, to promote Spiderman 3.

    The hope is that addressability will get a push this year with DTH (direct-tohome) seeing new launches this year. How do you see the distribution scenario evolving?
    As new launches increase, distribution becomes critical. We are also hoping that addressability gets implemented in the right manner.

    DTH is also growing, but the format is still the classic ‘one price for all channels’ rather than specialised packages and introduction of new tiers. This is expected to change as the market matures.
  • 2nd most significant year in broadcast media history

    2nd most significant year in broadcast media history

    The media space has always been explosive over the past years but this year, in my opinion, has been the second most significant year in the history of media (since the launch of cable TV in the early nineties).

    DTH, though having being launched in 2005/06 really became “noisy” and aggressive this year.

    CAS, though with more than just teething troubles, was finally implemented this year.

    Lastly, one also saw launches or impending launches of channels in the general entertainment space and other important categories and therefore creating more networks other than the 3-4 networks that rule currently. Overall, with the launch of channels, change in the viewership habits and DTH & CAS taking off, the industry has been extremely dynamic.

    Of course, the audience still continues to have limited time now that with a crazy set of choices. Moving forward, this will automatically mean that launching a platform or a channel will be the easiest part of the story. Competing well and sustaining the respective businesses will be the biggest challenge in the coming years. I, for one don’t believe that all new entrants are here for the long term so it will be interesting to see how this space pans out in the next five years and what consolidation of businesses take place.

    With regards to HBO, the channel has been growing year on year and is more than a channel …it is a brand that epitomizes quality Hollywood entertainment. We will continue to offer the best in Hollywood entertainment. However, we too, will need to be mindful of the changing viewing “formats” if you like and the plethora of choices that viewers now have and that will form an important part of our game plan for the next few years.

  • Ratings: Star Movies tops English film genre despite absence in Mumbai

    Ratings: Star Movies tops English film genre despite absence in Mumbai

    MUMBAI: With Cas having come into the Metros, the niche channels will have a better fix on what the audience prefers. Tam data for the last six months paints an interesting picture of what the viewers are likely to go in for.

    Tam data c&s 15+ all India shows that in the English film genre Star Movies has a clear lead. In fact it has widened the gap between itself and arch rival HBO. This, one must note, is despite the fact that it is not present in Mumbai which each week contributes an average of 15 per cent to the viewing of this genre.

    ENGLISH
    MOVIES
    – TG: CS
    15 years     		15 JULY-15 AUG 15 AUG-15 SEP 15 SEP -15 OCT 15 OCT-15 NOV 15 NOV-15 DEC 15 DEC-30 DEC 01 JAN – 13 JAN 07
    Hallmark
    Channel    		 0 0 0 0 0 0 1
    HBO 38 33 33 32 33 35 33
    PIX 9 10 8 9 8 9 9
    Star Movies 42 40 44 45 47 41 49
    Zee Studio 11 17 16 14 13 15 9

    For the period 15 July – 15 August 2006 Star Movies had a share of 42 per cent followed by HBO with a share of 38 per cent. Zee Studio has a share of 11 per cent and Pix which had recently launched had a share of nine per cent. For the period 1-13 January 2007 Star Movies boosted its share to 49 per cent compared to 41 per cent in the last two weeks of December.

    Star Movies’ gain in January is Zee Studio’s loss which shows that there is some overlap despite the fact that while the former focusses on blockbusters the latter focusses on niche films. In fact Zee Studio has recently been doing initiatives on world cinema. Zee Studio’s share fell from 15 per cent in the last fortnight of December to 9 per cent bringing it on level terms with Pix. HBO’s share fell by four to five percentage points in August but has since stayed steady at 33 per cent.

    Star India GM content Harsh Rohatgi gives the credit for Star Movies’ leadership position to the compelling movie library it has. “Even if you look at the Metro market to which Mumbai contributes 35 per cent viewership we are still ahead. We have done initiatives like a Bond festival, creature festival.

    “Mind you Star Movies in the past six months did not do anything special in terms of marketing besides on-air promotions. So the content sold itself. We are doing an Oscar festival at the moment. Our clients have supported us despite concern about Mumbai. We expect to be back on air within the next one week to 10 days.”

    As had been pointed out earlier, HBO’s main concern now is to ensure that it is in the priority list of channels in homes which are getting the set top box. So it ran a campaign last month educating people on what the channel is offering. Its message for this year is Bigger and Better.

    The challenge, Shruti Bajpai, country manager, HBO, notes, comes not only from more television competition but also from outside in the form of multiplexes, gaming etc. As Tam CEO L.V. Krishnan had pointed out in a recent interview, in the Elite group which comprise the bulk of the English film channels audience, the more technology options there are for entertainment like the DVD, the more their viewing of television drops.

    So there is all the more reason for this genre to be on its toes as its core audience will become even more choosy. Bajpai is counting on the strength of the HBO brand which has been built over the years to see it through this period of change. Going forward for this year it will try to build up the non primetime block through slots like It’s A Guy Thing for men. Last year HBO built on its thematic, festive blocks. So there was a full one month special for Diwali which had different themes depending on the daypart.

    This year HBO, Bajpai notes, has upped the marketing ante. A case in point is what was done with King Kong where there was radio, online and an outdoor presence. “It is not a question of having a huge budget. It is a question of optimising the different avenues which is what we have been able to do. The reason why we have not fallen in share despite not being present in Mumbai for a while is that the mini Metros are growing. They are hip and happening and you are getting viewership from a place where there was none earlier.”

    Media planners feel that each channel has its own USP. As Starcom’s Rahul Panchal points out, “Pix has its USP in that it targets an older set of viewers 25+. HBO on the other hand has a lot of teens tuning in which is why it has blocks for that set. Therefore there will be some difference in the brand profile.

    “Brand saliency is also what one looks at vis-a-vis just numbers. Pix and Zee Studio offer an environment that is less cluttered. They are also more flexible on the rates. Therefore though I put money on the two leaders (Star Movies and HBO) I would not ignore the other two players.”

    Panchal adds that Star Movies’ distribution in the small towns is probably better in terms of the frequency it is on. Clearly it’s gain there has more than offset the loss of Mumbai. One also has to consider the fact that with Cas coming in, putting in money will not be such a gray area.

    There will be better clarity also with Tam having launched its Elite Panel. Media planners also point out that in English films there is better stickiness compared to say, general entertainment. If someone likes a film he/she will stay with it. The question now is whether viewers will choose a channel like Pix when there are three competing channels.

    Pix business head Sunder Aaron says that Pix has carved a niche space which has been due to films being carefully chosen. “We have built up our programming by focussing on slots like 8 pm and 10 pm. Our stance has been that of telling a good story. Viewers who see value in this will, I am confident, choose us in their basket. To add variety we have also done original content like Framed, which saw director Aparna Sen being interviewed. We will be doing audience research this year to find out more in terms of preferences. We are doing a marketing campaign in Bangalore as we felt we needed to boost our visibility there.”

  • HBO in awareness building drive for CAS; looks for further customisation

    HBO in awareness building drive for CAS; looks for further customisation

    MUMBAI: 2006 has not been an easy year for the English movie genre. Firstly there was the order from the Mumbai High Court, which saw HBO and Star Movies off air in a key market. While Star Movies is still off air, HBO recently came back on.

    The second challenge is that viewership share of English film channels has been falling. Then the distribution landscape is changing. DTH is growing. Conditional Access (CAS) comes in next year.

    HBO South Asia country manager Shruti Bajpai says that the key in this period of change is to build brand loyalty.

    “Our first challenge is to make sure that we are in the priority list of channels in homes which will get the set top box. New platforms mean that there is more room for new English entertainment channels. At the same time you have to be on your toes. To educate the viewers on HBO with the advent of CAS, we will be running a campaign, which will kick off in the final week of this month. This will be on air on our channel and possibly across Zee Turner and also in print, radio and outdoors.

    “While the final touches are being given, our campaign talks about the brand and what the channel has to offer for those who take a set top box. Our push will be along the lines of our tagline for next year – bigger and better. Our concern at the moment is not the pricing of Rs 5. It is to see that we get into enough homes. That is why we have a big property King Kong at the start of the year.

    “We are platform neutral and we will wait and see how the new platforms fare. Perhaps two or three years down the line we might have an offering without ads for a platform if the growth of that platform and the customers demand justifies it.”

    In terms of the fall in channel share, she notes that the challenge is that not only does one have to compete with new entrants but also the fact that the viewer is spoilt for choices. “There are games, multiplexes. While there will be volatility with CAS coming in, in the long run it is the strong brands that will survive. I think that HBO has done a good job in building up its brand over the years. If you look at it, the English entertainment genre share has fallen as a whole.

    “While viewers of our channels do watch other genres, what you see on English films is that there is more stickiness. On a genre like infotainment there is dip in and dip out viewing. On the other hand if a viewer likes a film he/she will stay tuned. We also expect new viewers to come in from the mini Metros and small towns that are growing. As the economy booms and more people become affluent more of them will start watching English films.” This, the channel hopes will compensate for the fact that some of its core audience is also watching other genres.

    The other issue is how HBO is working with the Censor Board. To this Bajpai says that the results so far have been good. Films she says have been cleared on a priority basis and as of now there has been no trouble with the scheduling. HBO has so far not encountered the situation where it could not air a film. Some films have been cut and then aired. It also helps that its major films like the upcoming King Kong have aired in cinemas and thus have a certificate.

    Further Customisation: The focus in 2007 for the channel will rest on customisation. The aim is to build up the non-primetime slots. One way of doing this is to have slots that appeal to certain demographics. So there is Time Out at 11:30 in the morning for the housewife. In addition to this the channel has added It’s A Guy Thing for men. This airs at 2 pm on Saturdays. Then there is Whazz up? for youth. This airs on the weekdays before the 9pm film.

    HBO has SMS contests for this block and also a mini site on hboindia.com. Bajpai asserts that HBO will also be more focussed on co-ordinating specials with Indian festivals like Holi. While it has been done in the past, more effort will go into this from next year to make it more cohesive.

    HBO’s next big film is King Kong with Naomi Watts. It airs next month. A microsite will go up where fans can find downloads and basic games. There will also be an on-air contest and the grand prize could involve a trip to a foreign destination. Bajpai adds that HBO will air four to five of its series next year. This year just two had been aired.

    While declining to divulge further details Bajpai says that one show will look at men’s lives in a big city.

    This could well be a counter point to Sex And the City, which had looked at the lives of single women.

    As has already been reported by Indiantelevision.com, HBO will air Tsunami: The Aftermath on 26 December without any commercial breaks. In terms of its original movies, the situation at the moment is a little uncertain, as titles have to be cleared. HBO also gets involved with the theatrical releases of films from its studio partners. It will push the animation film Happy Feet as well as the Denzel Washington film Deja Vu. There will be features like The Big Preview as well as public screenings.

  • HBO to premiere “Tsunami: The Aftermath” in Asia

    HBO to premiere “Tsunami: The Aftermath” in Asia

    NEW DELHI: HBO channel today announced the Asia premiere of its latest original mini-series, Tsunami: The Aftermath, a film based on the experiences some tourists had on the two islands of Phuket and Khao Lak in Thailand on the fateful day of 26 December 2004.

    It is a film about how human beings faced personal tragedy and then fought back and rebuilt their lives.

    The film is being released to mark the second anniversary of the catastrophe that had shattered the lives of millions and shaken the world. Suitably, the show will not carry a single commercial, announced HBO country head Shruti Bajpai.

    Bajpai also said that HBO had had a very successful sixth year in India and that the theme for the year 2007 would be “bigger and better”, which she asserted, sans, of course, the revenue figures.

    The mini-series, based on the book of the same name by Morgan Abi, is directed by Bharat Nalluri, originally from Andhra Pradesh, and will have a lot of big names in the cast, including several Academy Award nominees like Tim Roth, Sophie Okonedo, Hugh Bonneville, Gina McKee and others.

    Though the subject had been extensively researched with interviews of survivors, government officials and rescue agencies, the film rotates around a fictional group of tourists. It also a central Thai character, a waiter at the hotel which is the scene of this film, whose own family entirely perishes but who works with the survivors helping them reach higher ground.

    Bajpai was on the defensive regarding no Indians being there in the film, but said that the film transcends national boundaries and represented the true genre of HBO Originals, which are quality productions that provoke thought.

    “One reason we are not running commercials is, we decided that thought this would be a big hit yet, you cannot have a commercial just after a scene of someone dying. There are things we do where we do not look for money. We have enough and more blockbusters and other programmes which get us the money,” she said.

    The key characters include a young couple of African origin searching for their little girl; the Thai waiter who later fights against realtors trying to take over his devastated village; a young journalist (who often gets the wrong end of the stick from survivors); a British official whose faith in the system breaks down, and a Thai meteorologist who had earlier predicted the disaster but had been ignored.

    Tsunami: The Aftermath, has been produced in association with BBC, Bajpai said.

    She also explained that the film was in line with similar, life-based programmes like Band of Brothers on World War II and other quality productions. She said that though this cannot be termed a docudrama, the style is as true to life as possible.

    Terming the channel’s run in India this year as “great”, she said that HBO’s motto for the next year would be “bigger and better.”

    “Bigger,” she explained, “because there would be many more blockbusters. And better because there would be many more such quality productions than in the past.”

    Among the blockbusters coming up on HBO in the first three months of 2007 are King Kong, Da Vinci Code, to be followed later by Batman, Pride and Prejudice, Constantine, a Julia Roberts festival, and Constant Gardner, a moving film on how drug companies exploit African people doing illegal human testing.

    She defended the noticeable reduction of classics from the channel, saying that research showed that there wasn’t too much viewership for that. “Still, we show such films under various themes, like war movies, romances, etc., and that trend shall continue,” she assured.

    There will be, as in every year past, special programmes on Holi, Diwali and other major Indian festivals.

    Refusing to discuss revenue, she said that the growth is about 20 to 25 per cent year-on-year.

    Regarding CAS and fixing of the price pr channel at Rs 5, she said: “We shall go by the orders of the government. The issue is that the whole system will create an environment of choice for the viewers. Our position is that when that when that choice is made, we should be part of that choice… people should say, ‘give us HBO, we shall pay for it’.”On the issue of which is the number one entertainment channel, Bajpai said that this never really works out, because on some occasions one channel is on top, the others are not, and then over the next few hours, the situation can reverse.

    “We can assert that we are among the top English entertainment channels, but if I say that we are always higher rated than our rivals, that may not be true all the time. But yes, in the English entertainment category, it is among the top two. The others are way behind.”

  • HC clearance paves the way for HBO’s return to Mumbai TV screens

    HC clearance paves the way for HBO’s return to Mumbai TV screens

    MUMBAI: Good news for English film buffs in Mumbai. HBO, which had been off air for several weeks, has got the all-clear to come back on air.

    The Mumbai High Court today accepted the undertaking given by the channel to air only U and U/A rated movies. This will facilitate cable operators in Mumbai and other parts of Maharastra to feature HBO on their networks.

    However, Star Movies, which has not yet given any such undertaking, is not covered by this development.

    Asked about this, Star Entertainment India CEO Sameer Nair said, “We are working hard to ensure that viewers get to watch it (Star Movies) as soon as possible. We are positive about a quick solution to the current issue and expect that we will be on air in the next few days as well.”

    HBO India country manager Shruti Bajpai said, “HBO is the first premier English movie channel to screen movies as per the recent High Court order. We respect the sensitivities and the laws of countries where we operate in. The people of Mumbai and rest of Maharashtra will now be able to enjoy top Hollywood entertainment featured on HBO.”

    HBO like the other English movie channels Zee Studio, Pix and Star Movies, is working closely with the Censor Board for certification of the films featured on the channel.

  • HBO proudly presents the second season of the award winning series ‘Huff’

    HBO proudly presents the second season of the award winning series ‘Huff’

    NMumbai, August 16, 2006: HBO, the world’s leading movie channel, returns with the most critically acclaimed Emmy® Award winning and Golden Globe® Award nominated series Huff Season 2 premiering exclusively for the first time on Indian TV starting 24th August at 11:15 pm and thereafter every Thursday right after the Prime-Time Movie with two back-to-back brand new episodes.

    The first season of `HUFF’, premiered on HBO last year, dexterously chronicled the comedy and the pathos of a psychiatrist, Dr. Craig ‘Huff’ Huffstodt, entangled in a web of dilemma and dysfunction in his personal life. This year, HBO celebrates the comeback of the series with Heff Season 2, starring Hank Azaria (3-time Emmy® Award Winner for Actor, as also an Emmy® Award 2005 Lead Actor nominee), Oliver Platt (of ‘Kinsey’ and ‘Ice Harvest’ fame) and Blythe Danner (of ‘Meet the Parents’ and ‘Meet the Fockers’ fame). While this season showcases the gripping storylines that are distinctly characteristic of the series, it also welcomes Emmy® Award winner Sharon Stone and Academy Award® winner Anjelica Huston as guest stars in multi-episode arcs.

    Celebrating the premiere of HUFF Season 2, Shruti Bajpai, Country Manager, HBO South Asia, said, “We are proud to be associated with an award winning series like Huff. This special presentation of Huff Season 2 is part of our constant endeavor to bring the best of English programming to our patrons.”

    Returning for the second season, HUFF continues examining the professional and personal life of a psychiatrist, Dr. Craig `Huff’ Huffstodt (Hank Azaria), who finds he’s drifting perilously close to the border between sanity and insanity. According to HUFF creator Bob Lowry, “HUFF is about the unpredictability of human nature. It is an episodic drama about people and their interactions with each other – not so much about what they do as much as how they react to what’s happening around them. We’re not a formulaic show that you typically see on television”

    HUFF Sesaon 2, spanning 13 episodes, finds the Huffstodt family ties slowly coming undone. While Dr. Craig is still clad in the guilt of the suicide of a 15-year-old gay patient in his office, he is also deeply disturbed by the paranoid ramblings of his schizophrenic younger brother Teddy (Andy Comeau). Huff’s once close friend, Russell Tupper (Oliver Platt) continues to be an adorable alcoholic misogynist drug addict. And HUFF finds an attractive new client Dauri Rathbun (Sharon Stone), who is in desperate need of his legal advice.

    HBO brings the best of Hollywood by premiering the top blockbuster movies on television first in South Asia through exclusive licensing deals with four major Hollywood studios – Paramount, Sony Pictures Entertainment (Columbia/ TriStar), Universal and Warner Bros.

    Prime time viewing on HBO includes HBO Blockbuster Of The Month, a special television event that premieres a mega blockbuster movie every month, HBO Saturday Nights, which premieres a new box office hit each week throughout the year; HBO Sunday Super Hits, which showcases the blockbuster hits, star-studded hits, favourite genre hits, Asian hits, highly acclaimed hits and so much more. In addition, HBO features at least 3- 4 new movie showcases every month to offer viewers an interesting mix of Hollywood movies based on exciting themes.