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MSM launches second Hindi movie channel MAX2

MUMBAI: Multi Screen Media (MSM) has soft-launched its second Hindi movie channel MAX2. This is in line with MSM’s plan to aggregate more audiences in the mass genre, create a larger inventory for advertisers and consolidate revenues in the backdrop of ad cap.

Star India and Zee Entertainment Enterprises Ltd (ZEEL) have already launched their respective second Hindi movie channels—Movies OK and &pictures.

Max2Currently, MSM is testing the new channel and will hit the marketing paddle for it in two weeks’ time. A teaser campaign, meanwhile, will start from today, coinciding with the Indian Premier League (IPL) telecast.

“We have soft-launched MAX2 on 1 May. Right now, it is available only on select platforms, and the distribution of the channel will be sorted by the month end. It’s not a full-scale launch as of now,” MSM EVP and business head of MAX, MIX and MAX2 Neeraj Vyas told

He added, “From today we will launch a teaser campaign, while marketing campaign will start in 10–15 days and will be on the back of the IPL.”

MAX2 aimed at slightly older TG

When asked about the differentiating factor between MAX and MAX2, Vyas said that MAX2 will primarily air ‘contemporary cinema’ and will thus attract a slightly older TG who are more passionate about cinema.

neeraj vyas“The content will have more appeal with a slightly older TG, say 25+ years. It is for the people who love Indian cinema. While we will air both new and old films, it will always offer a new experience. That’s why we have kept our tagline ‘Jab Dekho Tab Naya’ (New, whenever you watch),” Vyas said.

He added that the channel is positioned very differently, with a different logo and colours. According to Vyas, while other movie channels, including MAX, tend to attract more male audiences because of more action-oriented films, MAX2 will not fall under the same category.

“MAX2 will appeal to both male and female audiences. We will not air dubbed South Indian films which tend to be more action-based. We might air Bengali or Marathi contemporary movies [dubbed in Hindi] once in a while, but no South Indian films,” Vyas added.

In terms of library, he said that while the channel has a small library as of now, it is ‘enough to start’. However, there will be very little overlap of movies between MAX and MAX2.

“Our offering will be different in the sense that there will be minimal overlap with the MAX library. We have digitally enhanced prints of films, and we will give lot of trivia about the films, which will be unlike ‘Extra Shots’ on MAX. Also, MAX2 will be a pure-play movie channel,” Vyas added.

The same team that operates MAX will be responsible for the new channel.

JWT has designed the creative while OMD is the media agency for the channel.

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Multi Screen Media readies launch of a second Hindi movie channel