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

Related Articles

Just Published

Premium
Opinion: What it takes to become an agency leader
Premium
8 hours ago

Opinion: What it takes to become an agency leader

The author contends that if you can’t inspire and motivate others, you’re lost

Premium
DDB Mudra Group names Vineet Gupta chief digital officer, Aditya Kanthy is CSO
Premium
8 hours ago

DDB Mudra Group names Vineet Gupta chief digital ...

Gour Gupta is group ED, will take over OOH, events and experiential business as CEO

Premium
CloseUp rides Unblushed series, cheers her 'first move'
Premium
9 hours ago

CloseUp rides Unblushed series, cheers her 'first move'

View the online video from Culture Machine's channel Blush here

Premium
ICICI Lombard urges viewers to #DoTheDifficult, promises to partner wellness
Premium
10 hours ago

ICICI Lombard urges viewers to #DoTheDifficult, ...

Watch the ad film conceptualised by Ogilvy & Mather here