UTV World Movies has announced a new series, CEO's Choice, wherein bigwigs from the Indian business world will be profiled and their recommended movies showcased on the channel.
The tycoons who have been chosen to be part of the show include Future Group head Kishore Biyani, Shauna Chauhan from Parlé Agro, Santosh Desai from Future Brands, Sanjeev Aga from Idea Cellular and Bijou Kurien from Reliance Retail.
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Other movies in the pipeline include 2002 Chinese martial arts film, Hero and the Sean Connery starrer, German-French-Italian film, The Name of the Rose.
Manasi Sapre, programming head, UTV World Movies says in a press statement, "In CEO's Choice, you will see the best of India Inc. talking about world cinema. These top notch business tycoons are not all about corporate plans, strategies, assignments and projects all the time. They too have a lighter side. CEO's Choice is an initiative to know world cinema from the perspective of those few people in the world, whom the masses look up to."
On the conceptualisation of the property, Sapre tells afaqs!, "Our ad team gets fantastic responses from trade circles on the movies we air. We thought, why not profile these people who travel a lot and are well aware of the global culture? We are trying to capture not just their choice of cinema, but all culture, such as music and food."
"It is a great aspirational connect for viewers and a different platform of expression for these business moguls," she adds.
As part of its marketing plans, the channel plans to make bookmarks for bookstores and co-brand DVD sets of the selected movies with the CEO's commentary, besides the regular print ads and radio promotions.
The channel currently plans to run the series for a year; the property's success will determine an extension.