Adgully Exclusive | How about better than the best: Sony Pix

Recent research and statistics study clearly indicates, the strong foothold of Pix in the market. Pix has had 22% of channel share against 15% of HBO in six metros, along with 20% share in eight metros against 14% of HBO. 12 out of 13 weeks and 22 out of 31 weeks of domination, all day and prime time slots, Pix surely has made its way to the top.

An out and out Hollywood channel, Pix has increased its shares in movie channel pie, and that has invited new clients on the advertising front. Brands and companies are picking Pix over others initiating sizable transactions.

The channel's unique feature of 'webisodes' on its official website, has grown up to be a major reason for more number of people visiting the website. This has encouraged the team at Sony Pix to create more 'webisodes' and build an immediate association with its viewers and develop a positive perception of the channel.

Speaking exclusively to Adgully, Himmat Butalia, Marketing Head, Sony Pix said, "since the channel believes in long tailing strategies, the creatives have been changed, prominently to suite the viewres changing tastes and stif competition in the market." Further elaborating on the content strategy and presentation, Butalia said, "Sony Pix, works on the principle of offering 'surprise element' in their content presentation, as we believe that the viewers shall switch over to another channel if the creatives is same and repeated."

Building a 'theatrical' case around the presentation pattern, the team at Sony Pix is of the opinion that if one gives a film to the viewers, its has to create a case bigger than the film to make the viewers think, talk about and anticipate the telecast.

With a creative team set in place, channel share beeming upwards, Sony Pix is sure to give its competitiors, a run for their money. | By Ankita Tanna [ankita(at)adgully.com]