NEW DELHI: With a dual objective of providing viewers a better movie viewing experience and bringing value to the advertiser, Star Movies has decided to cut on the number of sponsors that each slot can carry from next year onwards.

The development was confirmed by Monica Tata, senior vice president ad sales - Star Movies, Star World, NGC, Channel [V] and The History Channel.

"Over the years advertisers have started to believe that sponsorships are `value adds' rather than seeing them adding value. From the coming year onwards we have a new sponsorship policy in place on Star Movies, wherein we are cutting down the number of sponsorships each slot can carry," said Tata.

Though there will be a deduction in the number of sponsors, there won't be any change in the free commercial time.

"We normally have one presenting sponsor and six associate sponsors. We would be now going for one presenting and two associate sponsors during weekdays and one plus four during weekends. The free commercial time, which has been restricted to eight minutes, would remain the same," says Tata.

"Internationally, advertisers see more value in building their brand by building the programme viewing experience. For example, in the Fox Network, for the new season of the programme 24 starring Kiefer Sutherland, the advertising states, 'presented without commercial interruption by Ford'...and I think, that should be the way forward in India as well," added Tata.

The media planners have welcomed Star Movies' decision and feel it will definitely result in focused association of brands with movies.

Says Sandip Tarkas, president - south Asia, MPG, "The decision will definitely add value in sponsorships as no one really benefited from so many associate sponsorships."

According to industry estimates, the advertising revenue of Star Movie is expected to be Rs 400 million.