The Times Network, which leads the English Entertainment category* with its cluster of channels, has launched a multi-media campaign to promote the consumption of English Entertainment channels in High Definition. The Times Network HD campaign rolled out Monday, the 2nd of May, asking viewers to raise their standards and switch to HD viewing on television.
‘It’s time to raise your standard to High Definition’, says the clever campaign line.
Vivek Srivastava, SVP and Business Head – Times Network English Entertainment Cluster, says the multi-media campaign is to encourage TV homes to make a rewarding switch from SD to HD and enhance their Hollywood Viewing experience. “An estimated 12 million HD enabled LCD and LED panels are sold each year,” he says, “there are only around 6 million HD subscriptions, so there is immense potential for growth.”
Elaborating on the growth potential, Srivastava says, “HD channels have shown a 93% increase in viewership over the last year and have doubled their ad volumes. Times Network has been a pioneer in the HD space, and we have a full-fledged HD offering with MOVIES NOW HD, Romedy NOW HD and MN+. We hope that this campaign will persuade viewers to subscribe to the HD packs,” he says, adding that “the campaign will benefit not only our own English Cluster, but the entire industry.”
The Times Network HD campaign TVC features Purab Kohli, and is “a fun take on how Hollywood is viewed in India,” says a company statement. “It is placed in the timeframe between the points where our central character clicks the remote, and when the TV actually switches on. It takes us into the mind of the character to create an absolutely perfect environment around him that will elevate his movie-watching experience. The film unfolds to catchy music and an energetic edit pattern, using seamless and photo real VFX to create a sparkling world of illusion in the mind of our character.”
The Times Network HD campaign film will air across all Times Network and other reach-based TV channels. In addition, the Times Network’s EEC will run a sustained promotion on digital platforms and a high-impact campaign in the Times of India publications, along with interactive activation in agencies across major metros, the statement says.
Technically and on formats, Hollywood movies are arguably the most lavishly produced type of content, and so it seems like a natural fit that English Entertainment channels that have MN+, Movies NOW HD and Romedy NOW HD are making the play for the category to grow through HD subscriptions. With over 50 HD channels already available across genres, the pristine quality of the HD format will be a big driver for DAS III and IV penetration across the country.
And on aspirational appeal and the fact that they offer a genre of content already extremely popular and well known world wide, surely English Movie — and, indeed, English general gntertainment — channels will drive both, subscriptions and seeding. Those, and the HD sports channels. Between these, a whole new world of bigger suscriptions and ARPUs will open up for the DTH, particularly, because at present, the DAS III rollout is ‘stayed’, and DTH is moving in from the sky into LCO/LMO territory to mop up the windfall from the stay.
Till, of course, the first rains come in, when the new DTH-enamoured subscribers will receive their first big shock and buck at the reins to want out.
English (Source:* TAM, All India Digital 4+; **Adex)