Vidyuth Bhandhary, General Manager, NDTV Lumière opines, “Currently, the only supply of international movies is renting or purchase 
of few popular titles or through pirated DVDs. We believe there will always be demand for good cinema, irrespective of which part of the world it is from. We intend to bridge this demand-supply gap and provide ‘cineasts’ with the opportunity to watch good international cinema.” UTV’s World Movies, on the other hand, has taken an entirely different approach. Giving a miss to Indian multiplexes or home videos, World Movies has gone on-air in the first phase itself. Dilshad asserts that the strategy was crafted after positive results of all the test-marketing and focus group discussions. “We’re very clear about the movies that we want. We want the kind of movies that Indians would like to watch – action, thriller, crime, horror, romance, drama – that would click with the Indian audiences. The only pre-condition being that the movies that we get have to be hits in the countries that they were made in,” she explains.
But one important question remains unanswered. Would there be many takers for this kind of cinema? Dilshad enthuses, “The global Indian is all over the place. When we talk in terms of cuisines, people are not just going to tandoori restaurants any more. They are trying out Italian, Mexican or Spanish. There’s a tendency to experiment and people are game for different foreign language movies.” World Movies and NDTV Lumière also need to contend with the prevailing audience perception about these foreign films being boring and intellectually driven parallel cinema. However, Dilshad is quick to differ. “We’re not here to intellectually stimulate your brains, but simply to entertain.”
Small surprise that after a relatively soft launch, World Movies has now launched an aggressive marketing campaign to educate viewers, promote their movies and do away with that ‘intellectual-arty’ image. World Movies has yet to carve its niche in the Indian cable & satellite industry. But, even before the actual TRP wars begin for the nascent channel, competition from existing dedicated English movie channels on Indian television is hotting up. For starters, Star Movies (and later HBO) have adamantly refused to show ads and promos of World Movies on their respective channels.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
of few popular titles or through pirated DVDs. We believe there will always be demand for good cinema, irrespective of which part of the world it is from. We intend to bridge this demand-supply gap and provide ‘cineasts’ with the opportunity to watch good international cinema.” UTV’s World Movies, on the other hand, has taken an entirely different approach. Giving a miss to Indian multiplexes or home videos, World Movies has gone on-air in the first phase itself. Dilshad asserts that the strategy was crafted after positive results of all the test-marketing and focus group discussions. “We’re very clear about the movies that we want. We want the kind of movies that Indians would like to watch – action, thriller, crime, horror, romance, drama – that would click with the Indian audiences. The only pre-condition being that the movies that we get have to be hits in the countries that they were made in,” she explains.But one important question remains unanswered. Would there be many takers for this kind of cinema? Dilshad enthuses, “The global Indian is all over the place. When we talk in terms of cuisines, people are not just going to tandoori restaurants any more. They are trying out Italian, Mexican or Spanish. There’s a tendency to experiment and people are game for different foreign language movies.” World Movies and NDTV Lumière also need to contend with the prevailing audience perception about these foreign films being boring and intellectually driven parallel cinema. However, Dilshad is quick to differ. “We’re not here to intellectually stimulate your brains, but simply to entertain.”
Small surprise that after a relatively soft launch, World Movies has now launched an aggressive marketing campaign to educate viewers, promote their movies and do away with that ‘intellectual-arty’ image. World Movies has yet to carve its niche in the Indian cable & satellite industry. But, even before the actual TRP wars begin for the nascent channel, competition from existing dedicated English movie channels on Indian television is hotting up. For starters, Star Movies (and later HBO) have adamantly refused to show ads and promos of World Movies on their respective channels.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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