&pictures creates unusual interactivity programming content

Indian television industry, being one of the most dynamic sectors in the country is driven by changing consumption patterns, the increasing number of middle-income households and the propensity of consumers to spend on leisure and entertainment.

It is this constant change which has led to channels pursuing the two important facets Innovation and Interaction for its audience. These facets, with time, have become the parameter to measure a channel’s reach, penetration and growth. And with the digitisation of content and emergence of multiple entertainment options and likewise engagement, the Indian audience is well aware of what to expect in this space.

&pictures was launched last year with a promise of bringing forth to its audiences Innovation and Interaction which is a notch higher. The channel since its inception has believed in being a trendsetter and changing the game for the television industry and its evident with the recent laurels through its innovative campaigns, all of which that happened for the very first time in the history of Indian Television.

Creating India’s first crowd-sourced – ‘Online Milo Sajna’ during its launch, where viewers wrote a script and the channel shot the best one and showcased it online. &pictures added another feather in its cap with a blogger activity in a train for the Blockbuster movie ‘Chennai Express’.

While the channel launch saw interactions at many levels, the one campaign that caught on to the minds of the entire nation was ‘Aamir & You’. This was nothing less of a benchmark that the channel created. The campaign saw Innovation andInteraction of a level that was never attempted before.

Through this campaign, &pictures showcased Aamir Khan’s first unreleased movie – Chale Chalo which was the making of his Super Hit, Oscar nominated movie Lagaan. The channel invited ardent fans of the movie and the actor together and gave them the opportunity to watch the movie along with Aamir. &pictures also brought on board Ace Film Producer and Director Karan Johar to play the moderator of the event. The movie was telecast LIVE for the &pictures viewers and fans across the country got a chance to speak with Aamir Khan through LIVE dial ins.

&pictures has set the trend for other leading channels to follow suit through this successful campaign and Popular GEC Sony is bringing the same level of interactivity for its younger audience. The channel is airing ‘Dhoom 3’ and inviting kids for a LIVE call-in to the Dhoom star Aamir Khan.

The channel through ‘Chale Chalo’ has also set in a new trend of showcasing documentary formats differently to suit the viewers’ demands. Taking this example ahead, MAX is replicating the model by airing of a special film on life and story of R.D Burman.

&pictures has revolutionised the way one looks at the content and movie watching experience on television channels thus beginning of a new era in the Indian television industry.

With the growing competition in the ever expanding television industry, the need of the hour is constant innovation. From the time the channel launched and today where it pioneers the innovation trend, &pictures lives to this day with its endeavours to offer only the most unique content and programming to its ardent viewers.