21 Sep 2017
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Cinema TV gets a sibling channel to tap LC1 market

MUMBAI: Softline Creations, which owns and operates Cinema TV, has added a second Hindi movie channel in its bouquet with LC1 towns as its core target.

WOW Cinema, which went on air from 1 June, will air exclusive movie titles. Sibling channel Cinema TV, on the other hand, mainly runs on syndicated movie titles bought from broadcasters who have the telecast rights.

Cinema TV mainly runs on syndicated movie titles from broadcasters. It claims to have a library of over 300 movies.

“This time we are changing our strategy. We will be creating our own library rather than relying on broadcasters. We will buy movie titles from the market,” said Cinema TV and WOW Cinema CEO Hitesh Sabharwal.

Every year hundreds of movies go unsold. It is these movies that the channel will look to acquire.

“There are 600-700 releases in a year. Many of the movies are not bought by anyone so we can buy them. People in small towns don’t get to watch these kind of movies,” Sabharwal added.

The main differentiator between Cinema TV and WOW Cinema is that the latter will air off-beat movies in the 8 pm slot.

“Our prime time will be defined by new movies which are off-beat but not the blockbuster ones,” he stated.

In terms of distribution, the channel will focus on LC1 towns. It will also bid for a slot on Freedish, if bandwidth is available.

“The channel has just launched. We are still in the process of signing distribution deals. We will have bottom up approach for distribution. We will start with Tier II cities and then move to metros,” Sabharwal said.

According to Sabharwal, carriage fee has not come down yet.