Campaign India Team
Jul 12, 2012

Malayalam movie channel Asianet Movies slated for 15 July launch

Asianet has a movie library of over 2000 titles, and claims to have bought television rights to half of the 70 (approx.) Malayalam movies released so far this year.

Malayalam movie channel Asianet Movies slated for 15 July launch

Asianet Communication Limited is set to launch what it calls the first round-the- clock Malayalam movie channel, Asianet Movies. The channel will go on air on 15 July, 2012.

Besides back-to-back movies and movie-related shows in Malayalam, the channel will also air ‘superhit’ Hindi and Tamil movies sourced from Star network library.

Asianet claims a movie library of over 2000 titles, and a spokesperson said it has bought television rights to half of the 70 (approx.) Malayalam movies released in 2012.

On the marketing end, a 360-degree approach has been adopted. John Brittas, business head, Asianet Communications, explained, “Besides taking insertions for five days in newspapers in Kerala, we are promoting the channel through hoardings and radio. We are also pumping promos every half hour on all our network channels.”

Asked about the viability of a movie channel in a State like Kerala which has a huge news-consuming audience, he said “Besides news, movies attract a lot of eyeballs in Kerala. While there are half a dozen news channels, there is no movie channel which in itself is huge advantage for us.”

The channel claims that advertiser response has been good: according to Brittas, two national clients have already signed on with the channel for an ‘annual package’.

Besides Kerala, Asianet will also be distributed across the country and the Middle East.

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Neeraj Roy elected president of IAA India
Premium
2 hours ago

Neeraj Roy elected president of IAA India

Monica Tata is vice president, Pradeep Dwivedi honorary secretary

Premium
Eenadu's Venkat elected ABC chairman
Premium
6 hours ago

Eenadu's Venkat elected ABC chairman

Debabrata Mukherjee of Coca Cola is deputy chairman

Premium
'Fully elastic' Dixcy scripts Salman face-off with kilted Scots, makes its point
Premium
8 hours ago

'Fully elastic' Dixcy scripts Salman face-off with ...

Watch the ad film conceptualised by Ogilvy here

Premium
iProspect wins social media duties of Aditya Birla Corporate, among others
Premium
8 hours ago

iProspect wins social media duties of Aditya Birla ...

Elevates NCD Muddassar Memon as AVP – creative and social