PVR ties up with The History Channel

Media News

New Delhi, August 17, 2007

Presenting defining moments from Indian and international cinema, The History Channel has lined up a visual treat for viewers!

The History Channel has associated with PVR Cinemas to celebrate the multiplex chain’s 10th anniversary. Since both The History Channel and PVR Cinemas have been successfully entertaining and enthralling viewers with exciting offerings, this partnership is a perfect fit for both the parties.

Defining moments consists of a set of interstitials which profile the defining moments of Indian and International cinema. Viewers will get to sample entertaining interstitials such as how ‘Satya’ brought a new grittiness and realism to Indian cinema establishing Ram Gopal Varma as a force to reckon with; how ‘Jaws’ the movie started the trend of blockbuster summer movies amongst others on the channel.

An exciting contest has also been developed wherein viewers can win a trip to Mauritius by participating in a SMS contest on 7827 on significant cinematic moments. More information on the interactive contest can be found on the channel’s website, www.historychannelindia.com. This unique collaboration will be promoted heavily on the channel and also through radio.

PVR Cinemas, on the other hand, will promote ‘Defining Moments’ interstitials on cinema screens and on their website. The group will also highlight the contest and interstitials in all their multiplexes by having a special ‘Defining Moments in Cinema’ corner wherein plasma screens and standees will be placed. The on-air capsules will be promoted through their weekly advertisements and fliers. In addition, the multiplex chain will also provide movie tickets and memorabilia to the winners of the SMS contest.

Rajesh Sheshadri, Vice President - Marketing, The History Channel, India says, “We are excited by the opportunity to take part in such an initiative with PVR Cinemas. This association is apt for us as true to our genre, it highlights moments connected to the past. The History Channel is committed to making history entertaining to the viewers and is proud to be working with the entertainment genre’s strongest brand.”

Mr. Gautam Dutta, CEO – CineMedia, PVR Cinemas, said “PVR Cinemas 10th anniversary celebration in association with History Channel is sure to enhance the association between the television audiences and the movie enthusiasts. The series of cinematic interstitials, on-air capsules and innovative online contests will help provide PVR Cinemas & History Channel the opportunity to closely integrate cinema, television and online mediums and add an all new dimension to PVR Cinemas pioneering entertainment initiatives.

It surely doesn’t get more exciting than this!

For further details, contact:

Shilpa Kaicker / Diana George

Genesis Burson-Marsteller

Mob: +91-98998-88643 / 9899-038936

Email: shilpa.kaicker@bm.com / diana.george@bm.com