WB goes gung-ho promoting "Dark Weekend"

As a special treat to Hollywood fans, WB is hosting the "Dark Weekend' and celebrating two of the biggest Batman movies' Batman Begins on Friday, March 25, and The Dark Knight on Saturday, March 26, both at 9.00 p.m. with a back to back encore on Sunday, March 27 at 9 p.m.

This is the channel's way of ensuring a higher entertainment quotient for its viewers over the weekend. Talking about the new programming line-up, Rohit Sarma, Executive Director ' Network Advertising Sales, South Asia, Turner International India Pvt. Ltd, tells exclusively to Adgully, " In true Hollywood style, WB has planned an exciting marketing and promotional campaign for the "Dark Weekend'. The exciting duology of the two biggest Batman Films is being promoted across on-line both on www.itsonwb.com as well as on WB's Facebook - https://www.facebook.com/#!/ItsOnWB and Twitter handle itson_WB; on-air on WB with a fun contests and on-ground activities across cinema hall in Delhi and Mumbai. Targeted at genuine movie lovers the campaign engages with the ardent Hollywood followers across all platforms."

"We are very excited about this property and have created an interesting mix of promotional activities aimed at consumers. Being "The Hollywood' destination for movie lovers, we have ensured that the creative treatment of the campaign "Dark Weekend' will enhance the viewing experience leaving viewers spell bound with "Now That's Hollywood'," he adds.

Spanning across on-line, on-air and on-ground, the promotion activities include on-air promotion like an exciting on-air contest on WB, inviting viewers to answer a question and get a chance to win a Macbook! And DVD Players with LCD and a contest will run from March 18- March 25. Whereas as a part of the on-ground promotion plan multiplex cinemagoers across Delhi and Mumbai will be treated to a fun photo-opportunity at PVR cinemas with Batman photo-standees and can get a momentous photo memory with their superhero.

Talking about advertiser response to the programming initiative, Sarma says, "WB has established itself as a premium Hollywood destination with advertisers who seek a premium environment for their brands. WB experienced healthy growth in 2010 as the monthly advertising revenue grew 50% over 2009. This growth came from doubling the number of clients in 2010 (over 2009) and WB today has a portfolio of over 100 active brands. We have received positive response for WB's "Dark Weekend' and have already signed on advertisers such as Tata Motors, Thums Up, Tata Teleservices and Max New York Life."

So as the new programming line-up is promoted and marketed on a large scale, we ask him how competitive has the English movie channel space got?

Sarma adds, "The English entertainment genre has witnessed some recent action with new players entering the market. The Indian TV audience is constantly evolving and increasingly demanding quality entertainment, having developed a good appetite for global content. Channels that are able to differentiate with content catering to specific audiences are likely to do well. The growth of English movie content is to a great extent determined by content availability which is a finite number. In total there are only about 400-500 Hollywood titles that really appeal the Indian English Movies' audience on TV."

"With increasing demand and limited supply, acquisitions will become more fiercely sought. Hence, output deals are the biggest challenge and opportunity for the genre. Another growth opportunity will be increasing non-linear rights for play out on non-linear platforms like VOD on DTH," he points out. | By Prabha Hegde [prabha(at)adgully.com]