HBO refreshes look; out to woo the youth

HBO, unveiled a fresh new-look on February 14, reflecting a complete revamp of content and audience engagement. The channel, operated in India by Turner, promises to deliver the best of English-language entertainment and heighten the multi-platform viewing experience through a number of brand updates, including a premium programming slate, the introduction of a complementary mobile app and the launch of HBO HD.

HBO’s new packaging reflects a youthful and aspirational viewer demographic, and has been redesigned to present world-class content to a local, but worldly, audience.

Siddharth Jain, Senior Vice President and Managing Director of Turner International, South Asia, said: “Consumers are at the center of everything we do and these changes directly reflect this. The all-new HBO captures its audience’s imagination – like never before – through the implementation of a new programming and content strategy; and new fan-engagement initiatives. Indian consumers are spoilt for choice when it comes to entertainment options, and HBO is ideally positioned not only to excite but also engage.”

The big-budget Mad Max: Fury Road leads the launch of a new program and content strategy, complemented by a large-scale social media campaign featuring fun facts, trivia and contests. Its 1pm premiere on February 14 marked the official channel refresh, with four upcoming back-to-back Sunday premieres lined up: American Sniper, Wild Card, San Andreas and A Walk among the Tombstones.

A complementary mobile application will also be released in March. The innovative app will gives viewers access to channel details and information – boasting full channel schedules, a reminder feature, TV promos, preview of upcoming premieres and a Hollywood quiz.

Taking the brand experience to a whole new level, HBO HD will launch in April. The channel will be available on direct-to-home (DTH) and cable platforms, and will successfully bring the multiplex experience right into living rooms around the country. So sit back and be ready for a new ride with HBO to experience magical moments from the comfort of your home. #LikeNeverBefore!