&flix aims to be in top 3 in its second year of operations
MUMBAI: ZEEL-owned English movie channel &flix has set a target of being in the top 3 position in its second year of operations. The channel was launched on 3rd June 2018 by shutting down Zee Studio.
Talking about &flix’s target for the second year, ZEEL English cluster business head Shaurya Mehta said, “While &flix HD has successfully lodged itself as the No 2 HD movie channel in a competitive English movie category, &flix (SD) now sets its ambition to be amongst the Top 3 as it leaps into the second year.”
Mehta further stated that &flix has registered a 50% growth in viewership between December 2017 (as Zee Studio) and 2018. “Over the past year, our loyal viewers have truly pledged to #LeapForth into a world full of unlimited possibilities. Having witnessed a growth of over 50% in viewership between December 2017 (as Zee Studio) and December 2018, we’ve successfully moved the needle with the launch of &flix.”
He also said that &flix HD has seen a 200% growth in viewership for the same period. &flix HD has increased its viewership numbers by over 200% between the same period, making a dent in the HD consumption in the genre.”
The channel is celebrating its first anniversary with big-ticket titles and premieres. In the last one year, the channel has aired over 40 premieres and over 550 movies.
As a part of the celebration of its one-year anniversary, &flix has launched the campaign #MyEverydayLeap, where the idea is to encourage their viewers to break out of the monotony and leap beyond what’s possible. Keeping the campaign thought in mind, the channel has engaged in various activities across major markets.
Additionally, leading up to the big day, the channel launched ‘7 Days 7 Leaps’ – a property that presented viewers with movies like ‘Jumanji: Welcome to the Jungle’, ‘Venom’, ‘Captain America: Civil War’, ‘Spider-Man 2’ and ‘Men In Black 2’. Moreover, as an anniversary special, &flix has launched ‘Best Flix Forever’ – a month-long property bringing movies such as ‘Pirates Of The Caribbean Dead Man’s Chest’, ‘Men in Black 3’, ‘Black Water’, ‘The Reef’ and ‘Gods of Egypt’.
The channel added that it has continuously engaged with consumers through various associations and activities alike. The biggest has been the Flix First Screening, an on-ground IP that offers a cinematic experience of a movie before its theatrical release. This is done in association with PVR Cinemas. Movies like ‘Spider-Man: Into the Spider-Verse’, ‘Venom’, ‘John Wick Chapter 3 – Parabellum’, ‘Hotel Transylvania 3’ among others have been featured as part of the Flix First Screening where the channel has engaged with the viewers through varied activities.
Simultaneously, the brand has focused on touching digital platforms and engaged its audience through multiple social media contests. For ‘Venom’, which the broadcaster said was one of its biggest movie premieres for 2019, the channel had conducted a 360-degree campaign, #VenomInMyVeins where the brand associated with Ranveer Singh’s IncInk Record Labels along with artists Kaam Bhaari and SlowCheeta to create a Venom Anthem exclusively for the Indian market. To amplify the premiere, the brand also painted the walls with graffiti in Mumbai and Chennai inspired by the campaign with an aesthetic Indian touch.
ZEEL CMO Prathyusha Agarwal said that the brand will engage and excite consumers with over 25 big premieres lined-up for the year ahead. “This time last year, we identified a clear gap in the category for the ever-evolving and un-satiated viewers. With the launch of &flix, we have constantly strived to bring larger than life experiences through our premieres and associations, enabling our viewers to Leap Forth and explore unlimited possibilities.”