Vh1 to now air movies

The international entertainment channel, which was re-launched in May last year, now wants to broaden its offerings

The international entertainment channel from Viacom 18, Vh1, is consolidating its new positioning as a complete entertainment channel. It will now air movies every week, under a new segment called 'Vh1 Movies that Rock!'

Vh1 re-launched in May last year with new packaging, logo and tagline. Several new shows were also launched as part of the revamp, such as Fashion File, The Scene, The Fabulous Life and GP Racing.

With significant investments lined up for the channel, the strategy since the re-launch has been to keep innovating with different content. This January, the channel completed five years of existence in India.

While the current line-up of movies -- including Grease, Saturday Night Fever and Stayin' Alive, from its network company Paramount -- is music-based; going forward, the channel will feature other non-music classic movie titles too. Specials, such as one featuring Elvis Presley's movies, will also be aired.

With the movie offering, says Ferzad Palia, associate general manager, Vh1 India, the channel hopes to consolidate its promise of bringing the best of international entertainment in the country. "We do not expect a surge in viewership with this new initiative. If it does happen, it would be great. But the idea is to deliver entertainment that goes beyond music," Palia says.

An outdoor campaign is being rolled out in the metros with the message, 'Movies that defined generations, now on Vh1'. This will be accompanied by on-air promos, radio and digital ads and below-the-line activities.

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