Pix plays the 'break-less' gamble

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | March 01, 2011
The channel will launch three branded properties in March to help increase channel sampling and appointment viewing.

The English movie channel SET Pix has decided to take the 'break-less' route to increase its viewership amongst audiences.

SET Pix will launch its '1 Break Movie' property in March, that will occupy the Friday 11 pm slot and, as the name suggests, will telecast movies with just a single break to increase channel sampling and 'audience time spent' on the channel.

Interestingly, the 'one break' and 'no break' movie strategy was principally introduced to the Indian television space by Colors, the flagship Hindi GEC from the Viacom18 stable, which helped the channel add substantial GRPs to its kitty.

Speaking to afaqs!, Himmat Butalia, head marketing, SET Pix says, "Our films have received some good response this year, and we wanted to explore new avenues of entertainment which would be unique in the genre. The single-break film is one such initiative which will offer an undisrupted telecast of a film with just one break, thus keeping viewers glued to the channel."

The channel will also introduce two more additional properties -- 'Hollywood Top 10' and 'Double Bill'--- to its programming line-up in March, in a bid to increase appointment viewing.

Anchored by Lynda Halligan, 'Hollywood Top 10' will be a countdown show that will present the top ten of anything and everything in Hollywood movies. It will be aired every Monday, at 8.25 pm.

'Double Bill' will air blockbuster movies along with their sequels, back-to-back, every Tuesday at 9 pm, and at 11 pm.

Says Butalia, "While the single-break movies will be aired on the channel for a long time, Hollywood Top 10 and Double Bill will be aired for a specific period on the channel."

SET Pix is currently in talks with various advertisers to fix sponsors for each of the new properties. Not willing to divulge any details, he says, "There has been a great response for the properties from various advertisers. There are deals in the pipeline," says Butalia.

As part of its marketing strategy, the push for the new properties will largely be on the digital platform. "It helps us reach out to our viewers directly," says Butalia.

"Our fan base on Facebook and on our website ( actively communicate their likes and dislikes, which in turn, help us create bigger and better entertainment avenues," says Butalia.

The channel has lined up movies such as Resident Evil and A Perfect Getaway as part of the '1 Break Movie' initiative, while movies such as Vacancy, Vacancy 2, Underworld and Underworld: Evolution, will be aired as part of the 'Double Bill' initiative.

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