Hindi action genre gets a new player - Housefull Action

Housefull Action, a new Hindi movie channel, recently hit the airwaves. The channel is being marketed by White Pixel in association with Swami Films and broadcast by Triumph Media Vision. The channel is already available on DD Free Dish, DEN Networks, Hathway and major MSOs.

Housefull Action aims to cater to the action hungry audience and will be showcasing content from Hollywood, Bollywood and Tollywood.

Sudhir Singh, Director, Triumph MVPL, said, “There is a huge market available for the action genre and we want to capitalise on it. We have done our primary research work and the results show that this market still wants more action.” While he maintained that they were not in the numbers game, “we clearly want to sustain ourselves and be here till the end”.

With digitisation happening across the country, the channel will be generating revenues through ad sales. Singh added, “White Pixel, which is handling Housefull Action’s marketing and sales, clearly feels that it has been getting good response from the market and that people are keen to add more channels in their plans to build frequency.”

By getting on DD Free Dish, the channel is catering to even the interiors of HSM market. Meanwhile, to further extend reach, talks are on with more MSOs and Singh is confident that in the next couple of months the distribution of the channel would become more robust.

Going forward, the channel management will be pumping in more money to strengthen the distribution as they want visibility across all platforms. Also, the channel will be building its visibility by targeting the trade fraternity and customers directly by giving them regular updates on the channel development and other interesting properties that the channel will be acquiring on a regular basis. These apart, there are plans of undertaking on-ground activation and other marketing activities over the next few months.

Swami Films, with Ajit Joshi at the helm, has been around in the industry for over 14 years. Swami Films started out with aggregating audio visual songs and today covers the entire gamut of content business, which includes licensing of films, songs and regional content.