Mumbai: The leading English broadcaster Times Network has announced the launch of a 360 degree ad campaign for its English Entertainment cluster (EEC) – that includes Movies Now HD, Romedy NOW HD and MN+ – to urge the viewers to raise their standards and switch to HD viewing on television.
Starting Monday, the 2nd of May, the campaign, seeking to inspire viewers to upgrade from SD to HD, will tell them: ‘It’s time to raise your standard to High Definition’.
Vivek Srivastava, SVP and Business Head – Times Network English Entertainment Cluster, “We are delighted to be rolling out this multi-media campaign to encourage TV homes to make a rewarding switch from SD to HD and enhance their Hollywood Viewing experience. It is estimated that around 12 million HD enabled LCD and LED panels are sold every year, but there are only around 6 million HD subscriptions, so there is immense growth potential. This campaign will benefit not only our own English Cluster, but the entire industry.”
“HD channels have shown a 93% increase in viewership over the last year and have doubled their ad volumes. Times Network has been a pioneer in the HD space, and we have a full-fledged HD offering with Movies NOW HD, Romedy NOW HD and MN+. We hope that this campaign will persuade viewers to subscribe to the HD packs,” Srivastava added.
The film, featuring Purab Kohli, is a fun take on how Hollywood is viewed in India. It is placed in the timeframe between the points where our central character clicks the remote, and when the TV actually switches on. It takes us into the mind of the character to create an absolutely perfect environment around him that will elevate his movie-watching experience. The film unfolds to catchy music and an energetic edit pattern, using seamless and photo real VFX to create a sparkling world of illusion in the mind of our character.
In addition to the TVC which launches on Monday, 2nd May and will air across all Times Network and other reach-based TV channels, the Times Network EEC will run a sustained promotion on digital platforms and a high-impact campaign in the Times of India publications, along with interactive activation in agencies across major metros.