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ASIA-PACIFIC – MUMBAI, INDIA, DECEMBER 2011: Launched in December 2010, MOVIES NOW, India’s high-definition channel under Times Television Network, celebrated its first successful year.
The channel increased viewership for the English category by 50% and made an increase in GRPs from 50 to 74 points. The viewership reach has also increased from 46 million to 56 million viewers. The amount of time spent by each TV viewer watching had also a recognizable increase from 42 minutes to 55 minutes.
Looking ahead, Ajay Trigunayat, Channel Head of MOVIES NOW spoke about plans on expanding the availability of their viewers. “MOVIES NOW will augment its phenomenal reach by enhancing Digital availability. Also, we are looking at aggressively increasing our reach from all metros to the 1 million + markets. We at MOVIES NOW have always believed that the English Movie Channel Category is a mass product and are continuously expanding the viewership base,” explained Trigunayat.
When the channel launched, one of its goals is to challenge the current standards of the current English movie channel cetegory. One year after, the channel has already set a high audio-visual quality benchmark for all channels. Being the first channel to feature a 24-hour HD English channel, MOVIESNOW has already over 200 advertisers.
“MOVIES NOW has made a break-through on both fronts by redefining the viewing experience with its stunning picture quality and awesome surround sound experience,” congratulated Mr. Sunil Lulla, Managing Director and Chief Executive Officer, Times Television Network said.
For wider audience reach, MOVIES NOW has formed partnerships with all of India’s DTH platforms such as Tata Sky, DISH TV, Airtel Digital TV, Videocon D2H, reliiance Digital TV, and Sun Direct. The channel can be viewed in all of the eight metropolitan areas of India.
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