Exclusive | Something innovative for the viewers, always: MAX's Gaurav Seth

MAX, the premium Hindi movies and special events channel is all set to entertain, engage and delight audiences with ‘Dirty Khabar’, an out of the box show which will cover the latest gossip and news from Bollywood.
 
Famous RJ and presenter Mantra and the beautiful television star Karishma Tanna will host the show. The set of the show will represent a newsroom studio.
 
Almost all the comedy artists will be seen in the show. To name a few VIP, Kapil, Raja , Priya Raina Vikalp, Mubin, Howard Rosemeyer or Jaswant will make their appearance on this show. Many more will be seen in the garb of Bollywood celebrities giving their take on films and presenting their views as critics.
 
In conversation with Adgully, Gaurav Seth, Senior Vice President, Marketing at Sony MAX, Mumbai , India, shared his views about the show.
 
Speaking about the concept and idea behind the show he said, “Dirty Khabar is a show made keeping in line with MAX’s long tradition of approaching and executing things  differently, providing innovation and adding value for the viewers  in the  Movie space. With movie blockbusters we are also known for showcasing something ‘extra’ for the viewers, be it extra shots or ‘Kahani Puri Filmy Hai’ or biographies, we have always done something innovative for our viewers.”
 
Giving an example to support the above statement, he said, “Last year we did a quiz show, ‘extra shots challenge’ and this year keeping our philosophy of innovation and differentiation in line we have launched ‘Dirty Khabar’ which is a light hearted comedy show evolving around Indian Cinema.”
 
When asked why he felt the need to bring on something like this on a channel that shows only movies, Seth said, “There is always a need. Otherwise how will we stand apart from other channels in terms of competition?  Every channel has its own distinguished pattern, so for consumers the brand Max has always been synonymous with showcasing something diverse whether its movies , cricket or any other form of entertainment.”  
 
“We are known not only because of the movies we show but the consumers believe that the personality of the brand ‘MAX’ is different. In a way its how we package ourselves, which includes our communication strategies. Therefore, to continue with that trend and keep the interest alive in our audiences we had to come up with something different like this,” Seth added.   
 
In terms of marketing strategy for this particular show, Seth believes that it will help them stand out differently in terms of competition. With the one liner: ‘Parde ka Pichwada’, which is a humorous way of saying what happens behind the scenes, MAX is out with a 360 degree campaign targeting Television, Radio, Digital, Outdoor , Print, Events and Social.
 
Seth believes that the promos of the show will definitely build up curiosity and expectations in the audiences. He says, “Yes, we believe that the content is really strong. The producers of Dirty Khabar are the same as that of Comedy Circus, one of the hit shows on Sony. They are experts  at creating  comedy shows and we will surely strike a chord with our audiences in this space.”
 
Though Gaurav was skeptical to talk on the expected numbers, he promises that the show will be amazing! “Since the audiences that they cater to  have varied appetite and  the show will be aired on a movie channel and not a GEC, we are confident of  creating an impression on the audience,” he concluded.
 
Promising to be entertaining in an unique and an inexplicable way, the show will have a parody of segments opening with the news bulletin headlines shared by host Mantra and Karishma Tanna in a fast paced manner. Not to be  missed is the masaledaar interview and Q & A section where Mantra would be doing an interview with a topical B-town celebrity, enacted by the comedians which will leave viewers in splits.
 
Another segment titled ‘end ke baad’ is a highly imaginative story of what could have happened after the credits of the movie rolled out. All said and done this show promises to keep viewers entertained with that much needed dose of laughter.
 
The endeavor seems to be another effort from MAX to create a differentiation in the market where acquiring Movies is becoming  prohibitive by the day with the spiraling costs.But its still the nos which matter for advertisers and channels week on week .So way to go MAX  for thinking and giving shape to "hatke" ideas.
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