English Entertainment
Star Movies presents TV premiere of Marvel’s Avengers: Age of Ultron
MUMBAI: Sometimes even the best is not good enough. Sometimes even a hero might fall. When the world faces total annihilation at the hands of one incredibly powerful foe, it’s time to assemble all against one. The devious Ultron wants to break earth’s mightiest superheroes, but together they will stand tall against all odds and with the help of every movie lover in India they will look to prevail on Marvel’s Avengers: Age of Ultron on 24 April at 1 pm and 9 pm only on Star Movies.
The movies is powered by Domino’s, partnered by Dell and Tiago from Tata Motors while associate sponsors are Frooti, Reebok and Nivea.
For the showcase of one of biggest superhero blockbusters of all time, a film that grossed over 1.4 billion USD worldwide, the Star Movies team created an avalanche of Superhero showdown with one single focus join the Marvel’s Avengers and defeat Ultron!
For a blockbuster of this scale, movies marketing needs to set benchmarks that the industry has not seen before. That’s exactly what the marketing blitzkrieg by Star Movies is going achieved on 20 and 21 April at the Phoenix Mills, Lower Parel. Life Sized figurines of the Hulk, Captain America, Thor and Iron Man were flown down to India to create the spectacular scene of the movie where the 4 super heroes fight the mighty Ultron. Fans of the franchise came in huge numbers to get a picture with their favorite super hero. Singer and Radio personality Mihir Joshi came in amongst huge numbers waiting to see one of their favorite singers support his favorite avenger. Mihir Joshi came dressed for the occasion in a casual jeans and a black avenger’s t shirt. Amidst a huge roar came one of the music industry’s most famous personalities Shibani Kashyap. It came in as a surprise that she was a huge fan of Captain America and she quoted that she couldn’t wait to watch the movie on Sunday.
A high decibel omnipresent Outdoor messaging was set across India that urges all fans to assemble against Ultron. To support this spectacular campaign, branding and partnerships in Gold’s Gym outlets, Crossword Bookstores, Café Coffee Day and PVR Cinemas were set up across India. The radio campaign boomed with the voice of superheroes announcing the date when all the Avengers will assemble against their one foe.
Social media is already abuzz with fans gearing up to join their favourite superheroes. There has been non-stop social media conversations leading up to the premiere that will unleash the fans on Ultron by forming the biggest army on social media with #AvengersOnStarMovies on 24 April 1 pm and 9 pm.
Marvel’s Avengers: Age of Ultron does not have an equal and Star Movies has certainly set a new benchmark in movie marketing with an unprecedented plethora of high-octane initiatives that are befitting to a movie of this stature.
UK: The aerial is losing its grip. As broadband becomes the default way Britons watch television, the UK is edging towards a decisive, and divisive, question: should Freeview be switched off by 2034? The issue, highlighted in reporting by The Guardian, has exposed deep fault lines over access, affordability and the future of public service broadcasting.
For nearly 25 years, Freeview has delivered free-to-air television from the BBC, ITV, Channel 4 and Channel 5 to almost every corner of the country. Even now, it remains the UK’s largest TV platform, used in more than 16m homes and on around 10m main household sets. Yet the same broadcasters that built it are now pressing for its closure within eight years.
Their case rests on a structural shift in viewing. Smart TVs, superfast broadband and the Netflix-led streaming boom have pulled audiences online. Advertising economics have followed. By 2034, the number of homes using Freeview as their main TV set is forecast to fall from a peak of almost 12m in 2012 to fewer than 2m, making digital terrestrial television, or DTT, increasingly costly to sustain.
But critics say the rush to switch off risks abandoning those least able, or least willing, to move online.
“I don’t want to be choosing apps and making new accounts,” says Lynette, 80, from Kent. “It is time-consuming and irritating trying to work out where I want to be, to remember the sequence of clicks, with hieroglyphics instead of words. If I make a mistake I have to start again.”
Lynette is among nearly 100,000 people who have signed a “save Freeview” petition launched by campaign group Silver Voices. She fears the government is about to “take [Freeview] away from me and others who either don’t like, can’t afford, or can’t use online versions”.
Official figures underline the fault lines. A report commissioned by the Department for Culture, Media and Sport estimates that by 2035, 1.8m homes will still depend on Freeview. Ofcom’s analysis shows those households are more likely to be disabled, older, living alone, female, and based in the north of England, Wales, Scotland and Northern Ireland.
Freeview is owned by the public service broadcasters through Everyone TV, which also operates Freesat and the newer streaming platform Freely. After two years of review, DCMS is expected to set out its position soon, drawing on three options proposed by Ofcom: a costly upgrade of Freeview’s ageing technology; maintaining a bare-bones service with only core PSB channels; or a full switch-off during the 2030s.
The broadcasters have rallied behind the third option. They argue that 2034 is the logical cut-off, when transmission contracts with network operator Arqiva expire. By then, they say, the cost of broadcasting to a dwindling audience will far outweigh the returns from TV advertising.
Ofcom agrees a crunch point is approaching. In July, the regulator warned of a “tipping point” within the next few years, after which it will no longer be commercially viable for broadcasters to carry the costs of DTT.
Others see risks beyond economics. Questions remain over whether internet TV can reliably deliver emergency broadcasts, such as the daily Covid updates, in the way that universally available DTT can. The UK radio industry has also warned that an internet-only future for TV could push up distribution costs and force some radio stations off air if PSBs no longer share Arqiva’s mast network.
“It is a political hot potato,” says Dennis Reed, founder of Silver Voices, who says he has “dissociated” his organisation from the government’s stakeholder forum, which he believes is “heavily biased” towards streaming.
The Future TV Taskforce, representing the PSBs, counters that moving online could “close the digital divide once and for all”. “We want to be able to plan to ensure that no one is left behind,” a spokesperson says, adding that rising DTT costs could otherwise mean cuts to programme budgets.
The numbers show the scale of the challenge. Of the 1.8m Freeview-dependent homes projected for 2035, around 1.1m are expected to have broadband but not use it for TV. The remaining 700,000 are forecast to lack a broadband connection altogether.
Veterans of the analogue switch-off, completed in 2012 after 76 years, recall similar fears of “TV blackout chaos”. Around 6 per cent of households were labelled “digital refuseniks”, yet a targeted help scheme and a national campaign, fronted by a robot called Digit Al voiced by Matt Lucas, delivered a largely smooth transition.
This time, the BBC is less keen to foot the bill. Tim Davie, the outgoing director general, has said the corporation should not fund a comparable support programme for a Freeview switch-off.
Research for Sky by Oliver & Ohlbaum suggests that with early awareness campaigns and digital inclusion measures, only about 330,000 households would ultimately need hands-on help ahead of a 2034 shutdown.
Meanwhile, viewing habits continue to fragment. Audience body Barb says 7 per cent of UK households no longer own a TV set, choosing to watch on other devices. In December, YouTube overtook the BBC’s combined channels in total UK viewing across TVs, smartphones and tablets, albeit measured at a minimum of three minutes.
That shift may accelerate. YouTube has recently blocked Barb and its partner Kantar from accessing viewing session data, limiting transparency just as online platforms consolidate power.
“When the government chose British Satellite Broadcasting as the ‘winner’ in satellite TV it was Rupert Murdoch’s Sky instead that came out on top,” says a senior TV executive quoted by The Guardian. “There already is such an outsider ready to be the winner in the transition to internet TV; it is YouTube.”
Freeview’s future now hangs on a familiar British dilemma: modernise fast and risk exclusion, or protect universality and pay the price. Either way, the aerial’s days as king of the living room look numbered.
