 "Times Network targets premium space in English movie channels with MN+")
MN+ has a different feed and movie library from that of Movies Now, a sister channel. It also has a distinct brand identity and on-air packaging. The channel is a more defined avatar of Movies Now Plus, the high-definition version of Movies Now. “The channel has been hand-crafted for not just discerning movie lovers, but for cineastes as well. MN+ will showcase movies that are universally celebrated and debated,” said Vivek Srivastava, senior vice-president and head, English entertainment cluster, Times Network.
The movie channel has adopted the tagline ‘The Gold Class’ along with the colours maroon and gold to give the packaging a premium feel. “MN+ and MOVIES NOW are two complementing channels that together provide the most holistic and complete movie viewing experience for movie lovers” he says.
Sharing more information on the core TG of the channel, Srivastava said, “MN+ is for those premium audiences that have the temperament to be choosy about what life has to offer and have evolved to value only the best. Our target-audience member is a focused individual who, by virtue of his intelligence and sensitivity, has the time and ability to appreciate only the best that life has to offer -- a person who seeks to fill moments of his leisure time with the greatest value.”
The MN+ extension of the MOVIES NOW English Movies offering comes at a time when viewers across our markets have responded extremely positively to the Movies Now brand. “The rapidly growing reach and ratings of MOVIES NOW over the past year bears testimony to this,” Srivastava said, adding, “MOVIES NOW leads the category in BARC ratings. The channel commands a 26% market share and has the highest reach in the category (Source: BARC, Wk. 21-24, 2015 NCCS AB, 15-50 yrs.” (All India 1Mn+ towns, Individuals)
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The TG is also in line with the network’s philosophy of targeting the upper segments of the audience pyramid. In an earlier interaction with Business Standard, MK Anand, MD and CEO, Times Network has said that the network targets the peak of the pyramid and while having English language channels (five out of the six) helps, the content and packaging will also be aligned to this purpose.
The Movie Now, Romdey Now and MN+ library has close to 1500 titles combined. There is roughly a 20 per cent overlap in the movies shown on these channels, but for most part, MN+ will have an exclusive library going forward. The channel will not only showcase titles, but will also package them in interesting on-air properties like Center Stage, Great Adaptations, Opening Night and Hollywood Select, among others.
Speaking about advertiser endorsement, he said, “Not just viewer delight, we are also pleased and humbled by the strong and enthusiastic response from advertisers and marketers. Over the past year almost all the major brands have been present on MOVIES NOW and we are increasing that count every day.”