Movie acquisitions continue to be a big feature at Sony Max, a Hindi movie channel owned and operated by Multi Screen Media (MSM). The channel, which is the official broadcast partner of the Indian Premier League (IPL), is set to broadcast the mystery thriller and Sushant Singh Rajput starrer 'Detective Byomkesh Bakshy' at the end of the month.

This will be the first film premiere on the channel post the IPL, which culminates on May 24. The movie was released in theatres on April 3.

Sony Max2, the second hindi movie channel from MSM, broadcasts a range of new and old iconic movies. The channel is to pay homage to Hindi film legend Rajesh Khanna by airing some of the star’s most memorable movies.

A handpicked assortment of the legendary actor’s most iconic movies is to be broadcast from May 23-28, in a week-long film festival. Neeraj Vyas, EVP and Business Head for Sony Max and Max2 said the film festival would help Rajesh Khanna fans relive the golden era of Bollywood associated with the superstar’s classic hits.

While Sony Max showcases original content and has innovative campaign’s for movie premiers, the movie channel Max 2, showcases evergreen movies. The channel also features commercially hit regional movies dubbed in Hindi.

Vyas said bigger Bollywood films do tend to get traction with the 120 crore plus population in the country, and especially within certain pockets of rural India. In an earlier interaction with Business Line, he pointed out that though the DD Direct platform reached many more households, even the direct to home (DTH) platform was visible in smaller centres and smaller metroes, as well as in rural pockets.

"Not just Mumbai and Delhi, even smaller (rural) areas of Madhya Pradesh and Gujarat comprise a huge movie market," he said.

Main feat

Movies have been the differentiating factor for Max. Though the movie genre has to contend with repeat content, the official said what sustains over a period of time on television are "wholseome family entertainers rather than action or romance or thrillers."

Commenting on the large Indian diaspora outside the country, especially in the US, Canada, Singapore and South Africa, Vyas said, "We are very keen to launch Max 2 outside the country. We would like to focus on areas that want wholesome entertainment and are looking forward to the classics of the 70s and 80s, essentially the golden era of films. We have had many requests from the US and the UK."

Related Topics
comment COMMENT NOW