Promise & packaging of MAX HD is completely different: Neeraj Vyas

Sony Pictures Network (SNP) has decided to play Santa this Christmas. Its new channel MAX HD which goes on year the Christmas day would showcase blockbuster films like  Bahubali, PK, Queen, Jab Tak Hai Jaan, Ram Leela and Aashiqui to enhance the festivities. MAX HD will be available across multiple DTH and leading digital cable platforms.

The decision to launch Sony Max HD, as per the channel sources, was in consideration for a while now, and it is only recently that SPN decided to take a plunge encashing on festive mania. Seeking to position itself as premium HD channel, MAX HD has packaged the offering to target more of eclectic and evolved audiences.
While there are around 56 HD channels in India, BARC monitors only about 34 HD channels. Premium HD channels have recorded ten-fold top line growth according to the 2015 FICCI KPMG report. MAX HD’s endeavour would be to grow this base even further.

Neeraj Vyas, Senior EVP, Sony Max & Sony Max 2 states, “We have taken this step after doing a lot of content and consumer insight analysis. Also, we wanted to increase the spread with HD offering. With Sony Max HD, we are planning to celebrate movies which could not be showcased elsewhere.”

MAX HD viewers will be privy to a wide assortment of Bollywood’s biggest blockbusters showcased with great picture & sound quality and vibrant channel packaging. Neeraj adds, “Promise and packaging of MAX HD is completely different. This is a platform to showcase critically acclaimed movies every Friday. We have a library of close to 120 movies. We have PK and Krissh and we will also have segment for such movies. Saturday nights at 10.30 p.m., there will be a slot for movies like Chupke Chupke, Silsila and Chandni.”

With a differentiated brand positioning of ‘Jee Ke Dekho’, MAX HD will entice viewers and bring alive the emotions and moments that touch various aspects of their life. As for the target audience Neeraj expresses, “We are looking at target audience in metros and viewers base of 1 million plus and people from age group of 18-44 years. Also with digitization happening, it should fairly broaden the base. We are primarily looking at combination of classic, good looking and popular cinema.”

He further states, “Cinema is all about moments and our HD offering will pay tribute to those. When you watch movies, you take back home the memories attached to it. That is what we our viewers to feel. And now with significant growth in HD, almost everything is HD now, from movies, cameras, etc. In next few years, everything will move to HD.”

Commenting on the initiatives on digital and social media platform, Vaishali Sharma, Head of Marketing at Sony Max says, “We will start Jee Ke Dekho campaign on digital and social media platforms from 23rd December. There will be lot of buzz of these platforms to build on the excitement. We will be doing experiential positioning and also reveal the video. We will also announce the launch on 25th December. There will also be Jee Ke contest on festive weekends. So the whole idea is to come out of physical reality and witness how emotions can come out beautifully.”

Neeraj adds, “Total of 7 promos are shot with one being of two minute duration and rest at around 30 seconds. The promos are also lyrical and poetic which signifies cinema at its best.”

The channel is optimistic that there would be a wide variety of audiences on the channel, attracting advertisers across categories. Neeraj says, “Not only the movie bouquet would be different but also the packaging will be done in a different way to cater more to eclectic audiences. There is a lot of variety for advertisers and I think we are the only Premium looking Hindi movie channel. We are also in advance talks with three key brands who may partner with us as founder advertisers.”

Interestingly there are no plans to show MAX’s flagship property India Premier League on MAX HD. Neeraj confirms, “It will not be part of Sony Max HD”


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