ITV

Tag: Star Movies

  • Times TV’s plans to romp ahead with Romedy

    Times TV’s plans to romp ahead with Romedy

    MUMBAI: Indian audiences already have a good list of channels to choose from if they want to turn to English entertainment. Keep switching channels and you will whisk through Star Movies, Movies Now, Star World, Zee Studio, Zee Café, HBO, World Movies, Comedy Central, CBS Spark, CBS Love etc. and what have you. Does there seem to be a dearth that needs to be filled? Is there space for more? According to the Times Television Network (TTN) there is absolutely space for another fighter in the league. With that, it has added a companion Romedy Now to its existing movie channel Movies Now which is expected to be launched in the next 15 days.

     

    Feeling the need to make people happy, the genres Romance and Comedy will be seen on the new channel as both movies and series. A new format is also being experimented with that is being outsourced and is still under process. “We are in talks with foreign distributors to acquire content but we will edit them in a different style,” says Romedy Now business head Harsh Sheth. Going with the tagline ‘Live. Laugh. Love’ it aims to target the urban affluent masses in the major metropolitan cities at first and gradually extend to the one million+ towns, targeting SEC A and B in the age group 15-44.

     

    70 per cent content will be movies and the rest shows. The movies will be contemporary on the lines of Devil Wears Prada, 27 dresses, Bride Wars, The Ugly Truth etc. Its target is to get about 20 million viewers. Enough content is in stock to be utilised for eight months. These include offerings from big studios such as Warner Bros, Fox, Regency, MGM and Sony as well as another 40 small ones from the US and Europe. New shows will have first runs on Romedy Now.

     

    Romedy Now will be available in both HD and SD on cable TV, satellite, DTH and IPTV as a pay TV service. The SD channel will be available in eight metro cities on the launch day at a price of Rs 17.66 while the HD channel called Romedy Now Plus is priced at Rs 149. The content team is common for both the sister channels while the exclusive team consist of 45 people.

     

    Romedy Now will see 10 minutes of advertising while, just one or two minutes of air time has been kept aside for Romedy Now Plus.  The start time of shows and movies will be the same on both the channels while the gap time on the HD channel will be filled with fillers. As of now no advertisers have been approached but plans are to first go to the top 100 starting with those being managed by Group M, Madison etc. The affluent audience is willing to spend and enough advertisers will be willing to target them, is what the management believes.

     

    A grand marketing plan is being chalked out with the support of the whole Times of India Group. A comprehensive rollout will take place closer to launch including print, sister and other channels, radio, mobile, online and emerging markets. “Watch out for the TOI. You will see a new language of love and laughter,” says Sheth.

     

    So what do media planners have to say about the channel? Most of them seem to be optimistic about its success. “The trend of watching English channels online, which normally not seen here is gaining momentum and Romedy Now will make its mark among the urban audience,” says Mindshare Leader South Asia Ravi Rao.

     

    “Segmentation is always a good idea,” says Madison Media Group CEO Gautam Kiyawat giving a thumbs up to the new entrant.

     

    The whole English entertainment genre of advertising and subscription is valued at above Rs 1,200 crore out of which Times Group MD and CEO Sunil Lulla claims Movies Now has a 20 per cent share and he believes that Romedy Now will outpace it.

     

    “English entertainment is growing at a fast pace but it is highly under monetised and undervalued,” says Times Group English Entertainment Channels CEO Ajay Trigunayat.

     

    The economy is at its lowest currently and Lulla is aware of this. “There is a short term panic in the economy and a consumer slowdown so the effort we have put behind it is a little more than Movies Now,” he says. Although he did not mention an estimated time to break even he pointed out that in the current situation three years is the minimum for any channel. “Television business is not about a break even. It’s about an enduring economic progressive journey,” he adds.

     

    As far as the television industry is concerned Lulla is positive that it will keep growing because currently 140 million homes are served, which means another 80 million are left out. Calculating the money, a consumer just pays 50 paise per hour for it. “This is the cheapest social service industry in the world. The price better go northward or else this social service industry will shut down,” he says.

     

    The team’s research showed that there is definitely space for Romedy Now to fit into the existing gargantuan list but whether the viewers will take a liking to it will be seen only after its launch.

  • Oscar makes rule change for animation

    Oscar makes rule change for animation

    MUMBAI: The board of governors of the Academy of Motion Picture Arts and Sciences has approved rule changes for the 86th Oscars. The most significant change affects the Animated Feature Film category.

    In this category, the new rule designates a maximum of two award recipients, one of whom must have a producer credit. The director and/or key creative individual shall continue to be a recipient, and in the circumstance of a two-person team with shared and equal director credit, a third statuette may be awarded.

    Previously announced rules changes for the 86th Academy Awards include allowing members to see the nominated documentary shorts and foreign language films either at a theatrical screening or on DVD. Prior to the final round of voting, the Academy will provide members with DVDs of the nominated films in five categories: Foreign Language Film, Documentary Feature, Documentary Short Subject, Animated Short Film, and Live Action Short Film.

    Other adjustments to the rules include standard date and other routine changes.

    Rules are reviewed annually by individual branch and category committees. The awards rules committee then evaluates all proposed changes before presenting its recommendations to the Academy's board of governors for approval.

    Academy Awards for outstanding film achievements of this year will be presented on 2 March, 2014, at the Dolby Theatre at Hollywood and Highland Center and televised on Star Movies and in the US on ABC. The presentation will also be televised live in more than 225 countries worldwide.

  • ‘The Artist’, ‘Hugo’ win five Oscars each

    ‘The Artist’, ‘Hugo’ win five Oscars each

    MUMBAI: Silent black and white film ‘The Artist‘ and Martin Scorcese‘s 3D children‘s film ‘Hugo‘ bagged five Oscar Awards each this morning. The 84th edition of the show aired live on Star Movies.

    While ‘Hugo‘ dominated the technical categories winning in areas like sound, the Artist took home the big awards for picture, director and actor. It also won a couple of technical awards in score and costume design.

    The biggest applause, though, was reserved for Meryl Streep who won an Oscar after 29 years playing Margaret Thatcher in ‘The Iron Lady‘. She said, “When they called my name, I had this feeling I could hear half of America go, ‘Oh, no, why her again?‘ But whatever.

    “I really understand I‘ll never be up here again. I really want to think all my colleagues, my friends. I look out here and I see my life before my eyes, my old friends, my new friends.
    Really, this is such a great honour but the think that counts the most with me is the friendship and the love and the sheer job we‘ve shared making moves together”.

    After ‘The Artist‘ won, the director Michel Hazanavicius thanked Hollywood great Billy Wilder thrice showing the influence that old Hollywood had on the film.

    Streep received a standing ovation as did a tearful Octavia Spencer who won for ‘The Help‘ and Christopher Plummer who won for ‘Beginners‘. Plummer and Streep‘s awards could be seen as a reward for a lifetime of excellent work.

    It was a triumphant night for Harvey Weinstein who is back in the Oscar race with a big bang. Last year ‘The Kings Speech‘ which he championed took home best picture. This time he bought the rights to distribute the Artist. The Weinstein Company had also gone into overdrive pushing Streep for a long awaited win. Its documentary film ‘Undefeated‘ also won for best documentary.

    In the foreign language category, Iran‘s ‘A Separation‘ won. Woody Allen was a no show, although he won for Best Original Screenplay for Midnight In Paris. The George Clooney starrer, ‘The Descendants‘, was rewarded with Best Adapted Screenplay.

    Meanwhile ‘War Horse‘, the Steven Spielberg and Anil Ambani co-production, went home empty handed as did ‘The Tree Of Life‘ and ‘Moneyball‘. One of the highlights was a performance by Cirque Du Soleil. The show‘s host Billy crystal did a crisp job and the show finished in just over three hours. It was shorter in duration than most of the previous editions of the Oscar Awards ceremony Awards.

  • Star Movies in marketing drive for the Oscar Awards telecast

    Star Movies in marketing drive for the Oscar Awards telecast

    MUMBAI: Star Movies, which will air the Oscar Awards on 27 February live at 6 am with a repeat at 8 pm, has lined up a variety of initiatives to push the event and create buzz in the market. One of the things it is has done is create a digital app.

    Oscars Charades has been designed on the lines of the popular game Dumb Charades, where the user can interact with the banner and guess the movies. The application is the first of a kind and is available on the channel‘s Facebook page.
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    The broadcaster is also focussing on engagement and entertainment for all Oscar and its fans through the social media platforms such as Facebook and Twitter.

    The Oscar marketing campaign had kick-started by the channel showing a review show on the nominations with Rajeev Masand, Anurag Kashyap, Rohan Sippy and Ranvir Shorey, providing analytic insight on the Oscar nominated movies.

    The channel then looked to build up the hype and excitement through a month-long movie festival featuring Oscar winning movies – ‘Oscar Fever’ from Monday to Friday at 11 pm.

    The channel had also conducted a Predict and Win contest, the winners of which will be given an opportunity to watch next year‘s Oscars Live in LA from the bleacher seats.

  • 2011: Destroying myths in the English movie channel space: Times Television Network CEO, English Entertainment Channels Ajay Trigunayat

    2011: Destroying myths in the English movie channel space: Times Television Network CEO, English Entertainment Channels Ajay Trigunayat

    The television industry in 2011 has seen a very positive growth curve, as English entertainment witnessed robust augmentation. Times Television Network decided to foray into the English movie channel category with the launch of Movies Now, in line with its commitment of bringing the best in entertainment to the urban affluent audience.

    In the year 2011, the players have faced and overcome a number of challenges which have been hampering the overall growth of the category. The first challenge was to set right the perceived notions about the category which are actually contrary to reality!

    One myth was that English movie channels viewership is driven by new titles. 89 per cent of viewership was library led in the English Movie channel category. The same has risen to 94 per cent now.

    English movie channels is a niche category. 56 million people watch English Movie channels week on week. This number is actually larger than the population of a few countries, thus making this genre an extremely popular and lucrative offering.

    English movie channels are dependent on the DTH availability for viewership. 88 per cent of English movie channels viewership emanates from cable households (HHs). India is not ready for High Definition (HD). More than four million HHs have HD/HD ready TV sets.

    While Movies Now has been a pioneer in the broadcast industry, setting up a 24-hour HD channel posed a host of problems. Times Television Network has no HD experience, unlike an MNC network which has extensive experience in many other countries! it involved extensive research, analysis, planning and implementation of the technology. Additionally, upgradation of current skill sets was done for all professionals.

    Unreasonably high carriage fee is a malaise that has spread like cancer and is impeding the growth potential of the TV industry in India. There is up to 90 per cent of underdeclaration on the number of HHs by the local cable operators (LCOs).

    While broadcasters should be earning subscription revenue, they end up paying humungous carriage fee which is highly detrimental to the business. However, the government mandate to digitise cable networks across India will bring a significant transformation in the industry.

    Challenging the genre leader: For the past two decades, two players, Star Movies and HBO, have duopolised the category with no other player even being able to get close to their performance.

    Movies Now launched with the aim to challenge the status quo and demolished the dominance of Star Movies & HBO.

    Movies Now changed the rules for the category, being the only English movie channel to provide homogeneous presence and reach across all eight metros as against 5/7 metros being provided by other channels. This marked the end of an era where Star Movies and HBO ruled the roost for over a decade.

    In a reverse of the accepted norm, the success of Movies Now has now prompted competition to drive programming on library led content instead of the new titles. As a result the viewership contribution of the library led movies has increased from 89 per cent to 94 per cent.

    The English movie channel category is riding on a robust TV growth in 2011. The TV industry in general has grown in both C&S and Digital HHs. Total Television HHs have now reached 142 million, C&S homes are at 116 million and Digital HHs have grown to 26 million. This is further expected to grow to 42 million by the end of 2012.

    Opportunities in 2012: All one million+ towns is the next big opportunity. There is a substantial growth in the reach of DTH and digital TV in rural India and we strongly believe that the way-forward for the television industry is capturing the audience attention in the 1 million+ towns.

    Since the time of launch, Movies Now has strengthened its viewer base and has been homogenously present across the eight metros unlike other players who spoke about 5/7 metros. In 2012, the focus is clearly going to be on the 1 million+ towns.

    The 2011 census shows that there are 53 towns with 1 million+ population from 35 towns in 2001.

    Digitisation: The government mandate to digitise cable networks across India will bring a significant transformation in the industry. Currently, the digital viewership contribution is 27 per cent to the English movie channels which will go up to 50 per cent by the end of 2012.

    The increased digital penetration will result in raising the bar of audio-visual reception and experience. Consequently, channels placed on high unwanted frequencies will also be clearly visible creating parity in reception quality and in turn result in enhanced viewership.

    With CAS being mandated soon, the carriage fee should go down and subscription revenues should take a leap, resulting in healthier margins for broadcasters.

    Digital & Social Media: The digital and social media space is growing by a whopping 140 per cent and there is a whole new host of avenue for the TV channels to engage directly and regularly with viewer beyond TV.

    Being a cost effective medium, we will see a major refocus in allocation of the marketing budgets towards digital and social media space.

    Electronic Programme Guide (EPG) Marketing: While this is currently non-existent in India, it is an important focus area and has the potential to considerably enhance user experience.

    The EPG allows television viewers to navigate scheduling information and can be made available through television (on set top boxes), mobile phones, and on the web. While this is being overlooked currently, a strategic focus and implementation is imminent with the right message in terms of text & design needed for aiding channel navigation.

    All in all, this is an exciting time to be in the English movie channel category and one can look forward to an action-packed 2012 with the players revving up for hot competition.

  • Star Movies takes new marketing steps to promote Oscars

    Star Movies takes new marketing steps to promote Oscars

    MUMBAI: Star Movies is looking to build up the excitement and anticipation for the Oscars® with initiatives across the country with the ‘Star Movies Oscar tour‘, along with the 11 pm film festival, Oscar Fever, showcasing the most acclaimed winning and nominated films, all month long.

    Star Movies is organising an Oscar tour that will give fans across the metros an opportunity to get up, close and pose with a ‘Real’ Oscars Trophy. Star Movies will present the golden statuette won by Bhanu Athaiya, the first Indian to have won the Oscars in 1983 for best costume design for Gandhi, to Delhi, Kolkata, Bangalore and Mumbai. The Oscar® Tour is unique in that no one – let alone a broadcaster – has undertaken an initiative of this nature. In addition, the channel will also be conducting enjoyable on ground Oscar® Quiz in each of these cities to engage with their fans.

    On air, the broadcaster will have ‘Oscar® Fever‘. Every Monday to Friday, fans can catch movies like ‘127 Hours’, Schindler’s List, Toy Story 3, ‘The Fighter‘, ‘Crazy Heart‘. The movie of the month is ‘Black Swan’.

    Star India GM, senior VP, English Channels Saurabh Yagnik said, “This is an exciting opportunity for viewers and it gives us great pleasure to bring this once in a lifetime Oscars® experience for the true Hollywood fans across the country. We are proud to present a ground-breaking, modern and captivating consumer experience that will not just allow consumers to be a part of the Oscars experience on Star Movies, but give them an opportunity to actually feel the thrill of touching and feeling a real Oscars® Trophy when it arrives in their city. We are quite certain that our fans across the country will enjoy the line-up of activities (on air and on ground) that we have in store for them.”

    The channel will air the 84th Academy Awards on 27 February at 6 am with a repeat at 8 pm.

  • ITC to have a 24-hour roadblock on Star Network

    ITC to have a 24-hour roadblock on Star Network

    MUMBAI: After Hindustan Unilever (HUL), it‘s the time for ITC to do an advertising roadblock on Star Network.

    ITC has struck a deal with the leading network to air advertisements for ITC‘s personal care brands Fiama Di Wills and Vivel only for 24 hours starting 8 pm tonight.

    The roadblock, till 8 pm on 16 December, will see Star Plus, Star Gold, Star One, Star Utsav, Channel [V], Star Movies, Star World, Fox Traveler, Star Jalsha and Star Pravah airing advertisements of Fiama Di Wills and Vivel products only.

    Vivel Active Fair, ITC‘s first fairness cream, will lead the product lineup followed by Vivel Luxury cr?me, the premium range of soaps from the Vivel bath care portfolio; Fiama Di Wills Men, the range of Shower Gel and Bathing Bar; Fiama Di Wills Gel Bar, Fiama Di Wills Shower Gels; Vivel Milk cream and Glycerine and Vivel Ultra Pro, the anti-dandruff shampoo.

  • Star Movies introduces Chillout Nites

    Star Movies introduces Chillout Nites

    MUMBAI: English movie channel Star Movies has announced a new marketing initiative ‘Star Movies Chillout Nites‘.

    The property aims to promote the channel‘s Movie of the Month offering in a disruptive and engaging manner. This will provide a fully sponsored house party with soft drinks, food and exclusive Star Movies Chill Out Nites Party Kits for true Hollywood fans in India, to celebrate and watch the premiers of their favorite Hollywood blockbusters on the channel, from the comfort of their homes and in the company of their friends.

    Star Movies Chillout Nites will kick start on 26 November with an exhaustive number of home parties for the Movie of the Month, “The A-Team”, at 200 homes with over 3,000 people across four cities.

    Destined to redefine the way viewers watch favorite Hollywood titles with friends on television, Star Movies will host this mass Hollywood bash, once every quarter, starting this November, the channel said.

    To be a part of this experience viewers have to participate in a simple contest and answer question that is broadcasted on Star Movies. Viewers can also participate in this contest via the Star Movies India Facebook Fan page. Lucky viewers get the opportunity to host a Star Movies Chillout Nites party at their homes for their friends.

    Star India GM, senior VP, English channels Saurabh Yagnik said, “Star Movies is a Hollywood expert and a leading destination for the biggest Hollywood blockbusters in India. We bring premieres of the biggest Hollywood movies to viewer homes every month. Our endeavour is to engage our audiences not just on television but beyond. Through this initiative we will enrich our viewers‘ experience of our flagship property “Movie of the Month” by hosting parties at their homes for the winners of the contest and their friends.
     
    “We are very excited with this innovative on ground property that we have created that it will it will be a path breaking engagement program for the channel.”

    To cement its position as the Hollywood expert and a pioneering leader in the category, Star Movies has also recently introduced a property ‘Hollywood Premieres‘, that hosts exclusive screenings of the awaited Hollywood blockbusters at leading theatres for fans in India, even before their theatrical release in the country. Through this initiative, the broadcaster says that it has already received a good response from fans for the screenings of Hollywood blockbusters such as ‘The Three Musketeers‘ and ‘In Time‘.

  • ‘Pix’s growth has upset the balance in the English movie genre’ : Pix business head Sunder Aaron

    ‘Pix’s growth has upset the balance in the English movie genre’ : Pix business head Sunder Aaron

    The English movie channel space has seen a shake-up. The power centre has been upset with the growth of Pix and the onslaught of new entrant Movies Now. From being a two-horse race, now there are four – Star Movies, HBO, Movies Now and Pix.

     

    Having acquired the library of its parent Sony Pictures Entertainment, Pix is making a bigger push in a market that is getting more competitive.

     

    In an interview with Indiantelevision.com‘s Ashwin Pinto, Pix business head Sunder Aaron talks about the rise of the channel, the challenges the genre faces and the opportunities to grow the market.

     

    Excerpts:

    What have been the focus areas of Pix this year?
    To capture moré and more good content, given the competitive nature of the market; to ensure that the channel is distributed on the right networks and in the right position; and to create an environment for viewer stickiness.

    How far has Pix gained from the output deal with parent Sony Pictures Entertainment?
    The perception about Pix among viewers and advertisers has changed as we have moved from a library to a contemporary movie channel. It is easier to change attitudes and perceptions of younger audiences as they do not have an inherent commitment to another channel like HBO or Star Movies.

     

    Among our target audience, we have beaten HBO since January. The aim is to become No. 1 eventually. We will continue to focus on getting the right content and building distribution.

    Could you talk about how Pix has evolved since launching five years back?
    The appearance has really evolved since we launched the channel with library content. The channel went through a massive packaging overhaul in May-end. Our promos look a lot more younger. We are playing bugs; we also give trivia information for some of our key titles.

    What are the changes you have brought on the programming front?
    We were the first ones to create a single ad break movie slot. We also realised that the afternoons and late nights are the non primetime hours where the viewership is growing.

     

    Younger audiences come in during the 12:30 pm-4 pm time band. Our programming is geared towards addressing that audience who are mainly college going.

     

    In the last few weeks, two new things have happened. One is ‘Awesome Saturdays‘ where we have lined up the evening with popular movies. And on Sundays we focus on the 12 pm-4 pm time slot with an initiative called ‘Sunday Breakout‘. This is how we are pushing the weekends.

     

    We are doing the Dynamite Diwali festival, which takes place on weeknights at 11 pm. In November, we will have an even bigger stunt. It will probably be called ‘Big Guns of Hollywood’.
    ‘The perception about Pix among viewers and advertisers has changed as we moved from a library to a contemporary movie channel. The output deal with Sony Pictures Entertainment has helped in this‘

    What about thematic blocks?
    We had started this when we launched five years back, but have moved away from this as we evolved. When your channel does not have a strong identity or presence, you need to build points which can draw in viewers. However, we continue to do festivals.

    When Pix launched, it skewed towards 25+ audiences. Now where do they come from?
    We focus on 15-34 SEC A,B, across six metros. But from a programming perspective, we are inclusive in nature. Older viewers also watch us. We continue with properties like ‘Hand Picked‘which consist of movies that have a strong drama quotient.

    Is this genre seeing more of appointment viewing than say two years back?
    My suspicion is that it is not there. When HBO had groundbreaking series like ‘Sex And The City‘, this was there. Also, when Star Movies had ‘Avatar’ people probably made a point to come in, but they have shown it 30 or 40 times. So you don’t have to make an appointment to view it. I don’t think that it is possible to build it any longer.

     

    People watch movies in different ways – DVDs, online, on their ipad. So why would you have to make an appointment at 9 pm to sit in front of a channel to watch a film? I don’t think that channels compete on this basis anymore. Competition is on the basis of content, perception and profile.

    Is channel loyalty falling?
    Yes, but this is the case across television and is not something specific to the English movie genre. There is more programme than channel loyalty. There is a residual brand presence in the consumers mind at the same time.

    Has the market dynamics for the genre changed dramatically?
    HBO and Star Movies were the leaders. Pix has grown, which has obviously upset the balance. Then Movies Now came in and upset the balance even more.

    Movies Now has made an impact by focussing on popular films. Does that mean that premieres have lost a bit of their value?
    I think that Movies Now has been clever and there have been elements to their success. One is that they selected films that are widely known and recognizable. Another big factor is that they got the distribution right; they invested a lot in positioning themselves properly. The third factor is that you cannot underestimate the value of the Times support.

     

    But I wouldn‘t say that it diminishes the value of premieres. It does show that Indian audiences still have an appetite for movies that are familiar to them. But when Pix showed ‘The Karate Kid‘, it was a premiere and propelled us to the No. 1 spot.

    Is there going to be more focus on original shows like ‘Gateway’?
    Yes! But there is a challenge as it is costly. We are talking to sponsors about bringing back ‘Gateway’ in a different form that will be even more exciting. Currently, we do specials from time to time. ‘Chicks on Flicks’ does things on premieres. We will do new series in a couple of months.
    How is the deal with the NBA working out?
    It is working out well. The big challenge, though, is that the NBA is in a lockout; they have not started the season. The players’ union has not come to an agreement with the owners to start the season. The season will get delayed.
    Are you looking at more sports properties to build reach?
    We are careful. The NBA is enough; if we put more, it will look like a sports channel.

    How are you pushing distribution?
    We are attempting to go beyond the six metros. DTH has shown how we are consumed in other markets as well. We are looking forward to cable digitisation.

     

    I don‘t want to rely so much on ad revenue. But we don‘t get our due in terms of subscription income. Carriage fees rise every year while subscription revenue is not keeping pace with it.

    Between the different mediums, how is your spend split?
    It is defined by the film and not by the city or medium. Flexibility is needed in planning. For instance, if we use radio this month, then next month we may or may not use it at all.

     

    I would say that online is a very effective medium. It is highly flexible.

    Could you give me a couple of examples of innovative campaigns that have been done this year?
    We did the ‘Hollywood is Here‘ campaign where we used clustered outdoor. In Chowpatty (in Mumbai), we took six to seven hoardings together. In Delhi, we used a cluster of 10 mobile vans standing in one line. We showcased our positioning and the new titles that were coming up.

     

    For ‘The Social Network‘, we could not use Facebook as a medium. So we used radio and hoardings. People knew Mark Zuckerberg but not the film’s star Jesse Eisenberg. The thought for the campaign was the sexiest man alive; this created an intrigue.
    How are you growing consumer contact initiatives like the Pix Movie Club?
    We have touched 10,000 members. We are in Mumbai, Delhi and Bangalore and we want to take it further down next year. We haven‘t decided on whether or not to rope in advertisers for this.
    Are you looking at more marketing initiatives?
    We are looking at doing something online. We are working on the details. For me, online marketing is about an idea and not just taking out a bunch of banners across sites.
  • Blackberrys launches new TVC with the theme of ‘Go Sharp’

    Blackberrys launches new TVC with the theme of ‘Go Sharp’

    MUMBAI: The apparel brand Blackberrys has launched a new TV commercial that aims to bring to life the “Go Sharp” philosophy of the refurbished brand.


    The TVC is created by McCann Worldgroup TAG Ideation. It reiterates Blackberrys‘ position as a fashion brand.
     
    “Set in a surreal world, our protagonist is seen playfully dodging the paparazzi as soon as he adorns his Blackberrys. The geometric figures and the device of them getting slashed, even through an accidental touch by him, reiterate how everything is ‘cut to size‘ before our protagonist,” Blackberrys spokesperson said.


    The TVC also establishes a “near perfect consistency” with the still campaign. The international fashion looks and the Indian twist perfectly blends in to reflect the brand as well as audience.


    The company has also made a 3- minute Blackberrys music track.
     
    The company has identified that its TG is as much in metros, tier 1 as they are in tier 2 cities. “We also recognize the growing potential of the tier 2 market segment. Therefore, our choice of genres and channels have been basis this understanding of our audiences,” the company said.


    It is using various genres for TV promotions including movies, general entertainment, English and Hindi news, Hindi entertainment etc.


    “We will be present on the leading channels in each of these genres, some of which are NDTV India, AXN, Zee Business, NDTV Good Times, Max, Zoom, Discovery Network, CNBC TV 18, Awaaz, CNN IBN, IBN7, Star Movies, Zee Studio, Zee Café, NDTV 24 X 7, Times Now, and Star News,” the spokesperson said.