Exclusive movie premieres, 3 new properties to power &Privé HD’s content: Aparna Bhosle
&Privé HD, the premier English movie channel from Zee Entertainment Enterprises Ltd (ZEEL), has entered 2018 on a high note, lining up an array of critically acclaimed movies and properties. In addition to the movie premieres, the channel will also introduce three new properties (‘The Winning Side’, ‘Side by Side’ and ‘The Unforgettables at 9’), which will connect with the audience on a deeper level, moving and inspiring them to feel the other side of cinema.
This year, &Privé HD will bring for the first time on Indian television four of the most awaited and lauded movies of 2017 and 2018 – ‘The Post’, ‘Molly’s Game’, ‘Call Me by Your Name’ and ‘7 Days in Entebbe’. Additionally, in the final fiscal quarter of 2017-18, the channel will bring the Indian television premieres of 8 brilliant movies – ‘The Spectacular Now’, ‘Sea of Trees’, ‘Before We Go’, ‘Out of the Furnace’, ‘Ithaca’, ‘Churchill’, ‘Stuck in Love’ and ‘Rock the Kasbah’.
&Privé HD is also looking at engaging viewers on-ground through strategic and influential partnerships. The channel is partnering with the ZEE Jaipur Literature Festival 2018, where it will host a session on turning prose to screenplay with eminent speakers like Amy Tan, Michael Ondaatje, Mira Nair, Nicholas Shakespeare and Tom Stoppard with moderator Chiki Sarkar.
Launched in September 2017 with the Academy Award winning movie ‘Moonlight’, &Privé HD is specifically designed for the discerning cinema lovers who appreciate nuanced cinema. With a brand tagline of ‘Feel the Other Side’, it is specifically designed for the nonconformists who go beyond the obvious and feel the soul of movies.
&Privé HD has curated a list of 350 celebrated titles and 40 award winning premieres. Every week, it will premiere marquee movies at the 1 pm and 9 pm prime time slot on Sundays. Staying true to its brand philosophy, the channel has crafted unique properties; starting with ‘100 Sides at 9’, which will bring 100 days of unmissable movies daily highlighting the 100 different sides of cinema and ‘True Side’, which will bring to life captivating real-life stories and iconic biographies every Saturday at 11 pm. &Privé HD is available across key DTH HD platforms.
In conversation with Adully, Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL, speaks about the performance of &Prive, the content strategy, new properties lined up, marketing collaborations and much more. Excerpts:
How has &Privé HD’s performance been since its launch?
The channel has performed exceptionally well. We were leading the BARC ratings in the fifth week and also for the entire December month. &Privé HD today has curated a list of 450 movie titles and we have had 48 premieres. Basically, our offering of a movie premiere a week has always been at the core of the channel and we will continue with it.
We have 52 premieres lined up for 2018, where we will showcase Academy Awards winning and nominated titles such as ‘The Post’, ‘Molly’s Game’, ‘Call Me by Your Name’ and ‘7 Days in Entebbe’, among others. We are really excited about the line-up that we’ve had till now. Apart from the movie premieres, we have more in our bouquet and are now looking for a much better and wider route.
According to me, we are just 4 competitors in this space and so the gap between the GRPs remains very minimal. But we feel that BARC needs to increase the size of the panel. Recently, I read an article which had also called for this change. I believe that if this is implemented, it will definitely help the niche players.
How do you look at &Privé HD’s growth so far?
Though launched in September last year, &Privé HD has come up considerably in cities like Mumbai and Delhi. According to BARC ratings, we were at the No.1 spot in the fifth week and for the entire month of December. Apart from BARC, we also do our own study parallelly with Brand Track, which happens in every quarter. We measure how we are doing with our viewers through Brand Track. The last Brand Track that we did was from September 15 to October 15, 2017.
Also, there are advertisers who came on board the channel at the launch and they have never left us. We took so much pains to make this channel a unique destination for viewers. If one will see the design of the channel, it is very premium and different from the competitors, which definitely a standout for the channel.
Last year we saw the effects of demonetisation and GST. So, 2018 has to be a good year. I think we will do well this year and it will be a good year for everybody in the broadcast industry as well.
What will be the content strategy for the channel going forward?
As I said earlier, we started by airing one movie premiere a week every Sunday at 1 pm and 9 pm and will continue with it. We will also introduce three new properties, which will connect with the audience on a deeper level, moving and inspiring them to feel the other side of cinema.
We have a property called ‘The Winning Side’, where we will showcase nuanced Oscar winning titles which honour movies that are testimony to the unquestionable dedication to the craft of filmmaking. With a total of 45 Oscars won amongst these 20 films, viewers can indulge in titles such as ‘Hugo’, ‘Arrival’, ‘Beginners’, ‘Sleepy Hollow’, ‘Jackie’ and ‘Bridge of Spies’, leading to the telecast of last year’s Best Picture winner, ‘Moonlight’. ‘The Winning Side’ will air all through February, Monday to Friday at 9 pm.
Another property is called ‘Side By Side’, which will present back-to-back movies, showcasing two masterpieces bonded by a unique signature. This property will highlight the common thread that binds them together. It will air every Saturday at 9 pm and 11 pm.
We are also launching a property called ‘The Unforgettables’, which comprises some of the most impactful films with outstanding stories, which touch our souls and stay with us forever. The property starts in March and will air Monday to Friday at 9 pm.
How have you strengthened your marketing collaborations?
For &Privé HD, we put a lot of focus on advertising in mainstream newspapers like The Times of India and Hindustan Times on the day of airing of the movie premiere. Basically what we aim for is increasing talkability, because people have different opinions on different movies. Plain vanilla won’t work and even if it does work, it won’t be that effective. We also have websites like ScoopWhoop and Buzzfeed write articles about the movies and various aspects of the movies that encourage discussions among the audiences.
We have also developed a property, called ‘Other Side’, where we go to the filmmakers and various industry people and give them a glimpse of the movie and we air their opinion about the movie and what it meant for them.
Read More:
https://www.adgully.com/priv-hd-to-premiere-the-untold-true-story-of-elvis-nixon-75435.html
https://www.adgully.com/priv-hd-to-premiere-a-tale-of-forbidden-love-with-carol-75173.html
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