SET Pix is in the
process of charting out its marketing and communication strategy for its April 1 launch. The new Hollywood movie channel comes from the house of Sony Pictures Entertainment with content partnership with MGM.
Sunder Aaron, business head, SET Pix, says, "Our movie channel will be different from the other channels which are more about the names associated with a movie. Pix will be about good stories. We will feature about 100 movie titles that have never been shown in India. But we have taken care to make the presentation relevant to the Indian audience. This will be the focus of our marketing and promotional strategy."
Aaron elucidates, "Besides the presentation, we will showcase local and originally produced programmes that might have Bollywood in the league."
On the marketing strategy, Aaron responds, "We have the big platform of SET to market ourselves. The cross-channel promotion acts can be seen on Sony's 'Kandy Floss'. Besides that, we will be promoting the channel through the traditional media to reach as many people as possible." The media promotion for the company is being handled by MediaCom.
Aaron adds, "But we would like to depend on innovative paths like word-of-mouth promotion. Moreover, SET Pix will be a premium channel catering to a metro audience, focused broadly on the six metros. For this, we will be co-branding with major touch points like cafes and malls."
According to Aaron, the multi-media communication strategy will also include grand events and interactive sessions with SEC AB people.
Aaron talks about the distribution hassles that usually mar new channels, "That is our main concern. We are taking care of any loopholes that might put us in that situation." He is also hoping for the channel to be a prime band channel.
He concludes, "My primary goal is to get good stories for the Indian audience. We do not want to create a huge buzz before the launch. We would rather want people to watch the great stories on our channel and judge for themselves. The real excitement in terms of marketing and buzz will begin only after the launch of the channel on April 1."
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