MUMBAI, August 5
FILMY, India's youngest Hindi movie channel, has achieved all-time high GRP levels of 58 GRPs according to TAM's (Ind 4+, HSM) week 30 report. This remarkable benchmark has been achieved in a short span of just 23 weeks post its launch, at reach level of 33%.
Shantonu Aditya, CEO, Sahara One Media And Entertainment Limited, said, "FILMY's explosive growth can be attributed to its innovative approach towards programming with original programming & movie jockeys forming the cornerstone of its strategy. Its refreshing fun & irreverent attitude has been well supplemented with a choice selection of latest blockbuster Bollywood movies."
This remarkable GRP jump comes on the back of FILMY's biggest blockbuster Hanuman capturing the highest TVR of 0.8 as compared to movies on the same timeband on SetMax, Star Gold and Sahara One. All key markets have now crossed the 30 GRP mark with most markets across major metros & the Hindi heartland, showing significant growth & notching their best ever GRP numbers.
"This only proves our point that FILMY has been very well accepted by the viewers. Perhaps FILMY would have recorded the highest GRPs in its growth phase in the entire movie channel genre," said Ashutosh, Business Head — FILMY.
Taking a cue from the latest TAM report, FILMY has undertaken a strategic programming re-jig. Original programming content which has proved to be such a success, will be further extended across all timebands & movie content. Most movies screened on FILMY will henceforth have original programming based 'FILMY Hot Breaks', a 90 second long fun segment, aired during the breaks of 21 movies a week i.e. -the 10 am, 3 pm and 8 pm movies. Lallan or Rokkky packs this crisp interval with humorous anecdotes and spoofs about the ongoing film. The 'FILMY Hot Break' sometimes also airs FILMY related snippets from Tedhi Baat or Aaj Ki FILMY Khabar.
'Aaj Ki FILMY Khabar', India 's first authentic filmi news program, will now be aired in a half-hour format weekly on the Saturday 7:30 pm timeslot. AKFK cuts the gossip and the fluff, and presents you news, works, in-depth analysis, issue-based debates, fact and figures, from the box office the way you would like to watch.
Finally amplifying the humour content on he channel, Meri Bhains Ko Anda Kyon Maara? (Because every buffalo has its day!) has become a daily half an hour comedy show where the legends of comedy --- Govinda, Paresh Rawal, Kader Khan, Shakti Kapoor, Johnny Lever and many more --- tickle the viewers' funny bone with some of their funniest scenes ever!
In May FILMY announced the 'FILMY Short Film Festival'-a hunt for India's Best Short film. It provided the ideal platform for India's best & brightest short-film makers to showcase their talents. This, like other programs was applauded by the audience and received tremendous success.
In the recently concluded Promax Awards, Filmy won more awards for its Marketing and Movie related creatives than any other competing channel. The awards are as below:
• Gold - Best On-Air Branding (Filmy Launch TVCs)
• Silver - Best Marketing Collateral (Filmy T-Shirts)
• Silver - Best Sales and Marketing AV (Filmy Sales AV)
• Silver - Best Set Design (Lal Gulab)
FILMY, a Sahara One Network Creation, is a digitally encrypted Hindi Movie channel, which aims to redefine how cinema is consumed on television. We deliver the biggest Bollywood blockbusters, spiced up with a dash of fun and irreverent original content. This unique movie presentation format combined with FILMY's slick and new age packaging promises to enthrall the viewers with a stress-free movie viewing experience.
FILMY, is a part of Sahara One Media And Entertainment Limited, which also includes Sahara One Motion Pictures — India's largest player in the motion pictures business - and Sahara One Television, the popular General Entertainment Channel.