Movie Channels
Cinema 24×7 launches new Hindi movie channel for LC1 market
MUMBAI: Even as there are talks of media and entertainment behemoth Eros International looking to disrupt the Hindi movie channels space with its plans to launch a channel that will focus on shortening the window between the theatrical release and television premier of a film, a new player has quietly entered the already cluttered space.
The cluttered Hindi movie channel genre, which has more than ten players like Zee Cinema, Star Gold, Sony Max, Sony Max 2, Zee Classic, Zee Action, &Pictures, Movies OK, B4U Movies, UTV Movies and Filmy, can now add ‘Wow Cinema’ to its growing list.
The channel, whose tests runs have been on since 1 June, 2015, will be available across the country from 10 June onwards on all Direct to Home (DTH) operators as well as major multi system operators (MSOs).
Armed with a chest of more than 500 Hindi movies, which have been released between 1990 and 2006, the new free to air (FTA) channel from Cinema 24×7’s stable aims to target the LC1 market initially and then gradually move ahead to capture market share in the metros.
From the sound of it, the channel may as well compete directly with Zee Classic, which only airs old Hindi movies. Nonetheless, Wow Cinema does have plans to acquire new movie titles in the near future.
Speaking exclusively to Indiantelevision.com, Cinema 24×7 CEO Hitesh Sabharwal says that the channel will aggressively forge ahead towards buying movies and creating a strong library. The channel has the rights for the movies for a period of five years.
Facing stiff competition from existing players who pull in viewers with big ticket movie premieres along with old but popular Bollywood fare, Wow Cinema aims to be a destination that will offer a mix of old and new. However, Sabharwal refused to divulge names of the movies that the channel has the rights to.
“Wow Cinema will be a destination for Indian viewers to witness the mix of new and old. While we will keep the retro mode with our wide collection from 1990s to 2006, we will also have national premieres on the channel. The channel will give 360 degree value to advertisers on board and in the long run will compete with every player irrespective of new or old, small or big. Our target age group is from 4 to 60 across the country,” he asserts.
Cinema 24×7 head of sales Dipak Shelke explains, “Our priority at this stage is to make a mark in the LC1 market and then gradually evolve in the metros. In terms of viewership, our initial target is to garner around 20 GRPs in the HSM.”
With zilch subscription revenue coming in courtesy its FTA status, the channel’s single source of revenue will be advertising. Moreover, with the 12-minute ad cap regulation still being applied to FTA channels as the Ministry of Information and Broadcasting (MIB) has not yet taken a formal decision to exempt them from it, Wow Cinema’s task has been cut out for it. In a scenario like this, the channel will have an uphill journey in raking in the revenues.
Shelke opines, “Wow Cinema has the potential to emerge as advertisers’ destination as we promise to be audience’s choice by providing extensive content. We are in talks with many brands but it’s too early to name names. All I can say is that FMCG brands and E-Commerce companies are showing keen interest in the channel and we hope to seal the deals soon.”
The channel launch will be backed by a marketing campaign, which will be rolled out soon.
It now remains to be seen how the new channel differentiates itself from existing players and whether it manages to make a mark in the consumers’ mind by offering them fare that they haven’t seen before.
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
