The Indian television industry, which is by now flooded with more than 800 Pay TV Channels, is now set to get a new Free-to-air (FTA) Hindi Movie Channel, ‘Wow Cinema’ that has already made its foray and is setting its footprints. The test run for the channel has already kick- started , and will be soon available across the country through all Direct to Home (DTH) operators as well as major multi system operators (MSOs).
According to the release issued by the channel, it will start its services from mid of June with an aim to target the LC-1 market initially and then gradually move ahead to capture market share in the metros. The channel is being armed with a library of more than 500 Hindi movies, released between 1990 and 2006. The channel will also compete with other movie channels which airs old-new Hindi movies.
Facing stiff competition from existing players like- Zee Cinema, Star Gold, Sony Max, Sony Max 2, Zee Classic, Zee Action, &Pictures, Movies OK, B4U Movies, Cinema TV, UTV Movies and Filmy, who pull in viewers with new releases along with old. WoW Cinema aims to be a destination that will offer a mix of old and new.
“As per the channel CEO Hitesh Sabharwal, WoW Cinema will be a destination for Indian viewers to witness the mix of new and old. While we will keep the retro mode with our wide collection from 1990s to 2006, we will also have national premieres on the channel. The channel will give 360-degree value to advertisers on board and in the long run will compete with every player irrespective of new or old, small or big. Our target age group is from 4 to 60 across the country,” he asserts.
In Simple words, the priority for WOW Cinema a sibling of Cinema Tv, at this stage is to make a mark in the LC1 market and then gradually evolve in the metros. Wow Cinema believes it has the potential to emerge as advertisers’ destination as we promise to be audience’s choice by providing extensive content. The Channel is already in talks with many brands.
The channel launch will be backed by a marketing campaign, which will be rolled out soon.