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With the closure of IPL 6, presently one of the biggest properties on television, Set Max the Hindi movie channel from Multi Screen Media (MSM) has initiated their move to return to original programming content and premiere blockbuster Hindi movies to retain audience viewership. In an exclusive interaction with Adgully, Neeraj Vyas, Senior VP and Business Head, Set Max, spoke about their new strategies and plans for the near future in terms of changes in content of the movie genre post the conclusion of IPL, their promotional activities, their focus on the digital front and more.
Adding further he said, “We are also tying up with a lot of promotional activities with some key releases through the year. When asked about their supremacy in the movie genre post IPL, Vyas said that the channel has been doing extremely well in the space they are in and if industry experts are to be believed the channel has come up with positive measures in building up their library.
Sony Max also shares an excellent rapport with large production houses such as Yash Raj Films, Karan Johar’s Dharma productions and FilmKraft productions. The next big movie Max is looking forward to premiere on a larger scale is Aashiqui 2, scheduled for July 28, 2013.
The channel has strengthened their movie library to entertain their audiences like never before and fill the void created by the conclusion of the IPL season.


During the telecast of the IPL we had Ranbir Kapoor and Deepika Padukone promoting Yeh Jawaani Hai Diwani and also other new releases.
We checked with industry experts Sony Max’s perception in the market and they stand fairly up in the ranking considering the titles they have acquired of late and the on air integrations and marketing strategies that the channel has paid attention to.
Max is known for their long tradition of approaching and executing things differently, providing innovation and adding value for the viewers in the movie space. They have also proved to be one of India’s first movie channel to have experimented with the concept of live tweeting.
They have acquired 12 odd movies which is a mix of small and big titles at a substantial cost. As part of their digital campaign through Twitter, Sony MAX integrated live tweeting during the premiere of Jab Tak Hain Jaan which gave them a substantial spike and helped their numbers grow. If industry experts are to be believed the channel has spent 300 odd crores in boosting their library with their latest acquisitions along with a few recent premieres that include Paan Singh Tomar and Rowdy Rathore.


It is also mention worthy that they received more than 2500 responses which is fabulous and has never occurred for a movie channel. However Neeraj Vyas chose to remain silent on the acquisition costs they have incurred on acquiring the movies. With acquisition costs spiraling, channels would have to get prudent and judicious to match the costs while acquiring movies although they may be lucrative and have big stars.
There are also plans of building up engagement for Aashiqui 2, in the social and digital media space.
Contrary to popular belief there is much potential in Hindi films to build up on the digital space said Vyas.



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