Exclusive | Star Movies Action to get new look on January 26

Star Movies Action, the English movie channel from the Star network which is known for bringing the best of action movie line-up from Hollywood, is all set to kick start this year with refreshed look and robust plan. The channel which was launched last year in June 2013 continued to engage its viewers in these six months by providing best of content. The channel has seen a spike in ratings this month making it a very good start to the New Year for the channel.

In an exclusive interaction with Adgully, Kevin Vaz, General Manager – English Channels, Star India shared the channel’s plan ahead and also what lead Star Movies Action to gain position in India in short span of time.

“Star Movies Action channel was launched about 6 months ago and with its launch it keeps on making progress. It went to grow on to 7% relative share and managed even to go ahead of players who were there from more than ten years. Within a short period of time, the channel has managed to breakthrough and went ahead of it. We were not satisfied with it as we know that the channel has potential to be among the top two channels in the country”, briefed Vaz about the channels growth.

On asking further about the learning’s the channel has gained in this short span of its emergence and how they wanting to take it forward; he said, “It was through consumers that we got an understanding of what they were looking for. So, from 1st January 2014 we started making big changes. Firstly, we separated the library completely between Star Movies and Star Movies Action. As some of the premieres used to be telecast on both the channels and consumers were feeling that there was nothing unique coming from Star Movies Action as they had already seen those movies on Star Movies. So now whatever consumer sees on Star Movies Action is completely different from Star Movies Action”.

Star Movies Action also worked on the scheduling of the content, so that the viewers can watch back-to-back action and it also led to make Star Movies Action a pioneer in the movie channel space.

“Second thing which we did was to work on programming of the channel and the timings. I think in the country, action is the biggest genre and we clearly say that if you want action Star Movies is the right destination. We made various changes, for example we changed the start time of the movies. We start our movies on time and in prime time we play two movie – one at 8pm and other at 10 pm. From viewer point of view, now every hour they have movies to watch on Star Movies and Star Movies action”.

Primetime (8PM TO 12AM) figures (15+ AB) showcase Star Movies Action dominating premiere air-time with a 17% share. Moreover, the channel gained a leverage of 7% from one week to the next moving from a viewership of 6% in week 1 to 13% in week 2.
The channel also recently announced that the television premiere of Iron Man 3 - the highest grossing movie of 2013 will be aired for the first time on Indian Television on 26th January 2014 at 1PM & 8PM.

The third thing and major announcement which channel brought in for the year is to premiere movies on Star Movies Action. Vaz explained that, “You’ll see biggest premieres coming on Star Movies Action going forward. We are starting off with Iron Man 3 - the highest grossing movie of 2013 that will be aired for the first time on Indian Television on 26th January 2014 at 1PM & 8PM, and it’s going to be remain property of Star Movies Action and will not be shown on Star Movies. Every month will have a big movie getting premiered on the channel. It’s going to be part of weekend programming”.

At present Star Movies Action is at number 2 after Star Movies and is ahead of Movies Now, Sony PIX, HBO and all of them. “We have relative share of 17 percent, Movies Now would have 14 percent, Sony PIX would have 13 percent and HBO 11 percent”, added Vaz.

The channel is extensively focusing on the marketing and promotional part as they are going to promote the initiatives heavily on the sports channels, outside channels and on digital platforms as well to spread the message and bridging the right cord amongst people to get an understanding of what Star Movies Action stands for. The channel also plans to use loads of graphics.

The channel is all set to get new packaging from 26th January 2014 with the premiere launch of Iron Man 3 and focuses on 15+AB audience along with youths.

“As part of our marketing plan, we will use entire network string to communicate to the viewers about new propositions and value about Star Movies Action. We will use other networks also to reach out to viewers along with traditional, social and digital medium. We are going to use 360 degree plan and on ground activities as well. As in PVR, Phoenix Mall and other malls and theatres across the country, will have Iron Man meeting and greeting children and people and they’ll get chance to click picture with him as well”, said Vaz.

The channel’s upcoming premieres in the first quarter include The Wolverine, The Man with the Iron Fists and R.I.P and other blockbusters such as The A-Team, Transporter, Aliens Vs Predator, Terminator 3 Death Race, Ghost Rider, True Lies and the Karate Kid 1 along with the complete series of Resident Evil, Taken, Helloby, Rambo and The Hulk franchise.
“We look across 1million plus market so it’s not acquisition of only 7-8 metros but whole market we concentrate on”, concluded Vaz.