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HBO India gets branding, packaging revamp

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 12, 2016
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The channel will also have an HD version soon, says the team.

Turner International India is all set to revamp its entertainment channel HBO in India with new branding and packaging. This exercise is accompanied by the tagline 'Like Never Before' as part of the upcoming campaign for the same.

HBO new logo

Commenting on the idea behind the new branding and the new tagline for the channel in India, Rohit Bhandari, senior director and network head, English entertainment, HBO, says, "With the advent of digitisation, there is a newer and larger base of viewers watching English entertainment channels, with a certain percentage of viewers watching HBO for the first time."

Bhandari says that while HBO has always been known for its international and Hollywood-centric image, the new branding is an attempt to be more inclusive and not exclusive for newer audiences. "The campaign line only reinforces the fact that it is an all new HBO and the viewing experience will be like never before," he says.

Rohit Bhandari

The channel team also informs that the HBO's new look will kick off with five new Sunday slot movies that include Mad Max: Fury Road, and American Sniper.

Talking about the marketing strategy for the new revamp, the team says there will be a mobile app that will introduced by the end of February, along with a mix of on-air and off-air communication across multiple touch points.

Bhandari further reveals that HBO's HD service will soon be launched as well.

On getting new shows for the Indian audience, he adds, "HBO's 1st Pay outputs with Warner Brothers and Paramount Pictures ensure that HBO has a constant supply of some of the best content that is produced in Hollywood. Apart from the movie premieres, HBO will this year also premiere titles like Mission Impossible: Rogue Nation, Terminator Genisys, Pan, The Man from U.N.C.L.E and many more titles."

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