Movie Channels
Sony PIX aims 20 per cent market share by 2014 in English movie space
KOLKATA: Hollywood movie channel Sony PIX is looking to increase its market share to 20 per cent by the end of the current year 2014 in the Hollywood movie channel space from the present 18 per cent by strengthening its content.
“Our aim is to grow our share and take it upwards to around 20 per cent by the end of 2014. In terms of viewership, the company has a market share of 18 per cent,” said Sony PIX EVP & Business Head Saurabh Yagnik, while announcing two initiatives – premieres of four big movies back to back and Pix Premiere Nights with the latest movie, Robocop in Kolkata, on Friday.
“In 2013, we were consistent and maintained the second position, we even banged Star Movies occasionally from number one spot,” he said.
On being asked the strategies to achieve this target, he said that the channel would focus on strengthening its content, while being innovative and relevant. “We are evaluating for other tie ups for content,” Yagnik said as he said that the channel plans to pump in more money to acquire content.
When asked about the channel’s penetration in the Kolkata market, he said Sony Pix’s market share was 22 per cent in 2013, more than its average pan India share as people in WB are more inclined towards English movie channels.
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.
