24 hour movie channel, recently turned two. Since its launch, Filmy has been positioned as a platform for entertainment through movies drawn from different genres. Now the channel heads are looking to revamp it. The focus is going to be on redefining the content and coming up with new selling strategies.
Explains Shailesh Kapoor, business head, Filmy, "In the last two years, we have managed to create a brand. And the focus for this year will be growth in revenue and viewership."
Kapoor explains that this changed philosophy is already being put into practice by strengthening the content by airing new blockbusters and Hollywood movies. And this was possible because of the barter deals struck with the likes of STAR India. Filmy is actively on the lookout for similar deals with other channels and production houses.
As part of its new promotional strategy, Filmy has unveiled four weekly properties to create new brands on the channel. It has announced Saturday Blockbuster, in which a new film is showcased in the 8pm band every week. One Break Movies at 3pm on Sundays gives viewers a break from long commercial breaks. Hollywood Smash Hits, a dubbed content property at 8pm on Thursdays, is targeted at Filmy's Hindi speaking viewers. To reach out to kids, the channel has come up with Junior Filmy on Sundays at 10am.
Talking about Filmy's strengths, Kapoor says, "The advantage that Filmy has in the domain is that it has invested in creating properties like shows and multimedia brands that it believes has long term potential. While they continue strengthening the existing properties, the channel is now working on creating other brands that the viewers can look forward to."
The research on viewership patterns in the Hindi movie genre shows traction on weekends, so special attention has been given to these time bands by Filmy. However, other critical time bands too are being given importance, and more exciting content is being designed for these time slots.
And as Kapoor points out, doing so makes sound business sense. "These also make sense from an advertiser's point of view, keeping in mind the competitive offering in these time bands."