In the fast lane with premium content and viewers: Star India's Vaz

The movie channel space is one of the most watched-out space on television, irrespective of the language the film is. This, many say is the mindset that channel heads try to capitalize on by offering added attractions like 'television premiers', repeated telecast of cult favorite films etc.

If one has to compare the ratio of this strategy being used by Hindi and English movie channels in India, one may state that while Hindi channels go all out to take about films on their channel, English broadcasters go the subtle, but unusual way.

With aim to have maximum premiers of awaited international films on the channel and to be the first one to do so, Star Movies is set with another blockbuster for television audiences - Fast and Furious 6. The blockbuster hit from one of cinema’s cult action franchises will see a double premiere on the channel on 20th July 2014 Sunday at 1pm and 9pm. Following this is a line- up that channel bets big on.

Shifting gears from 1 to 6 as the countdown to the premiere, the channel is airing the previous 5 installments of Fast and Furious every Sunday, with the first installment that was aired on 15th June ultimatley heading towards the sixth movie. This movie festival allows fans to revisit their favorite action franchise featuring some of the world’s fastest cars and death-defying stunts ever captured on screen.

Adgully caught up with Kevin Vaz, General Manager – English Cluster, Star India to know more about the latest movie festival channel at the channel and more.

Fast and Furious franchises / series has been by loved by one and all across the globe and age groups. Thus sharing the rationale of bringing an old-new film franchise of this sort on the channel, Vaz said, “We believe in giving what our viewers want and we have always betted big on that philosophy. Also the library that we have is very strong as we have tied-up with best studios all across. 60 premieres a year means atleast one  premiere every week and Fast an Furious has been one of favourite movies of the viewers. So why not offer them what they like!"

As an extension of the effort to attract their viewers to the channel,the team at Star Movies has chalked out uniqur creative consumer engagement activities as a part of the premiere’s publicity plan which is inclusive of a once-in-a-lifetime chance for every fast car enthusiast to come one step closer to their speed dream! As a part of their marketing campaign, the channel will hunt for India’s Fast 6, wherein six of the biggest fans of the movie franchise, will be presented with an exclusive opportunity to experience an electrifying ride Fast and Furious style. Winners will be gratified with a ride in the ultimate super sports car SLS-AMG on India's only Formula 1 track - the Buddh international Circuit. The marketing brief mentions that to be a part of India’s Fast 6 team and live the action, all adrenaline junkies and speed enthusiasts will need to participate in an interactive contest on thewww.Indiasfast6.com.  Fast and Furious enthusiasts will be able to sign in using their Facebook/Twitter accounts in order to complete a series of interesting tasks ultimately leading to the last and final task, which they will have to tackle while the movie airs. Additionally, the channel will engage audiences with specially designed promotion on Twitter, wherein participants stand a chance to win limited edition Fast & Furious collectibles every day. Using the hashtag #FastBid, they can bid for exclusive merchandise including special-make sports car pen-drives among other memorabilia.

Shedding light on Star Movies' growth and success through the years, Vaz stated that, "Star Movies has always tried to maintain the top position with its amazing line-up and content strategy. Star Movies alone holds 22 to 24% market share."

Following Fast and Furious 6, Star Movies film box this year includes Wolverine in August, Percy Jackson in September and Thor 2 in October in the top chart alongside other films.

Amisdt the rush to lead the catrgory, players like Star Movies have taken to it to their task to integrate consumers activities as a major aspect in their strategies, right from programming and content to marketing and promotions. However, it remains to see to who wins this race by the end of 2014...

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