It was as if a war was on between Amitabh Bachchan Vs. The channel also extended its primetime by bringing it forward to 8 pm from its earlier positioning at 9 pm.
The culmination of the cricket phase was immediately followed by the Amitabh Bachchan Film Festival, titled Ab Tak Bachchan, in late April.
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Post World Cup, Max's task was to hang on to the lead even as it transitioned from a hybrid to a pure movie channel. Zee Cinema inched up to a share of 29 per cent in April while Star Gold gained five per cent. She said, "Although the ICC Cricket World Cup was the last cricket property on the channel, it did well for us despite India's exit." Max business head Sneha Rajani is happy with the outcome that cricket delivered for the channel. But as India exited, so did some viewers but still it was attractive enough for Max to garner a channel share of 40 in April. However, in the months that followed, Zee Cinema got back in the game inching closer to the leader with a share of 32, as Max stands at 34 in June.Īs expected, the ICC Cricket World Cup did help Max cannibalize shares from other channels in the genre. Star Gold also couldn't survive the cricket wave and slipped from a 24 per cent share in February to 17 per cent in March. Zee Cinema, on the other hand, slipped to the second position with the share dropping from 33 per cent in February to 26. As the channel dished out live cricket content from the West Indies, it hogged a channel share of 49 per cent, majestically up by 17 per cent. The shuffle in the top slot, in fact, took place in March with Max seeing a swell in viewership because of the ICC World Cup. Star Gold comes in at the third spot, but lagging far behind are Filmy and B4U Movies. While Zee Cinema started ahead, it was dethroned by Max in March. With the help of Tam data (HSM C&S 4+), takes a look over the performance of the Hindi movie channels across a six-month period.Īs the movie channel genre gears up to witness fierce competition, the past six months (January to June 2007) has seen a tussle between Zee Cinema and Max for the leadership spot. While Max has tried to latch on to its gains from the ICC World Cup with big ticket film purchases, Zee Cinema and Star Gold have tailored their strategies to fit in with the market reality and focussed on smart purchases. “My aim is to let more people in on these topics, get varied perspectives from others during the live and open up these issues for others to think, discuss, share and debate.It has been a busy six months for Hindi movie channels.
There are many ways to celebrate one’s birthday but my idea of a celebration is to open honest discussions, especially about the things I care about and believe need more talking.
All of the live sessions will have Shruti along with various influencers and hosts discussing these topics at length in an attempt to normalise these conversations in our day-to-day life.”Ĭommenting on the same, Shruti Haasan said: “The idea behind the live sessions is to open up a discussion on these topics. “Through these live sessions, Shruti Haasan wants to draw attention towards topics that are usually brushed under the carpet or aren’t discussed as often as they should be. On January 29, the topic will be Sustainability in Fashion. “On January 27, the session will be on mental health, while on January 28, which happens to be her birthday, the session will be on Women in Films and Media.
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