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UTV World Movies targets Blackberry users

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 16, 2010
Given the fragmented users of world cinema, the company is reaching out to its audience through Blackberry Messenger

In order to engage its customers at any time, UTV World Movies has launched a Blackberry Messenger to reach out to the cinema fans nationwide by providing them a place where they can be heard and spoken to by world movies.

The messenger provides easy access to a plethora of content on world cinema by 'just a ping' on the UTV World Movies BB Messenger. The company will use Blackberry Messenger as a platform to discuss with fans their interest in world cinema, provide them with relevant information suiting specific tastes, share exclusive photos, videos, wallpapers, movie schedules, synopsis and trivia. Users will be able to participate in various games and contests and win several goodies.

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On this unique initiative, Kunal Mukherjee, assistant vice-president, marketing, UTV World Movies, comments, "The future lies in engagement and we at UTV World Movies have taken yet another step to get closer to our audience. Our aim is to create an interactive forum which enables us to undertake a two way communication with our audience."

Through this platform, the company targets the CS 25+ Sec A audience, "...and we believe that most Blackberry users will easily fall into this category. This belief stems from the fact that the cost of most Blackberry handsets is on the higher side and the device is preferred by people who are accessing emails and other features on the go - so if a person can afford a Blackberry, then the person should fall in the CS Sec A 25+ category," reasons Mukherjee.

According to Mukherjee, there are about four lakh Blackberry Messenger users in India.

Based on the feedback obtained from its fans on Facebook and Twitter, the company found that its users do not treat the channel as just that but as someone they can talk to, chat about anything and have a great conversation with. Based on this finding, it utilised the mobile platform that would allow them to share their world and their lives.

The company aims to use the UTV World Movies group as not merely a promotion or advertising tool but as a listening tool to understand its viewers better and to serve their needs in a timely manner. For instance, if a user likes a particular genre of films and wants to know what film he can watch, when he posts the requirement, it will suggest some films to him. Or, if a user wants a schedule of only the films he likes in a week, it will provide the same using a simple calendar.

Through this initiative, UTV World Movies hopes to bring world cinema to its audience rather than expect them to come to it to consume content. It hopes to become an integral part of the day to day lives of its audience by being a friend over the phone.