Saurabh Yagnik, EVP and business head of Sony PIX, shares how the channel plans to be a clutter-breaker
If the only thing you do till late night is to surf English movie channels hoping you will find your favourite film, you will know how disappointing it is to realise that most movies are being repeated on channels. In such a scenario and keeping in mind the requirement of the audience today, channels are devising interesting ways. Sony Pix recently announced the premiere of four movies on February 16. “We constantly strive to interact and engage with our viewers, by not just offering exceptional titles but also presenting them a completely memorable viewing experience. Premiere Pixathon is one such initiative that will break the clutter and help differentiate us in the genre. It’s for the first time ever that any Hollywood movie channel in the genre has come up with such an initiative,” shared Saurabh Yagnik, EVP and business head, Sony Pix. The four movies are The Expendables 2, After Earth, Dark Tide and The Girl With A Dragon Tattoo.
Yagnik added that it is extremely important for Hollywood channels today to think out-of-the-box as the audience has become channel blind and only content can help the channel to stand out in such a scenario. “We have been the front-runner in innovative promotion and marketing of premieres. We have been striving hard to offer the viewers an amazing experience. The challenge is to raise the bar and offer options to the audience to stay glued. Quality and innovation are the two things we have always aimed at,” he added. Talking about what can be the next step to keep the viewers glued, Yagnik said, “We will move forward to Pixathon of the famous franchise, like Rocky Pixathon and Shrek Pixathon.”