PIX chalks out offline and online engagement tools

English movie channel Pix recently launched webisodes of a series- The Bannen Way on pixtelevision.com. Starting the 7th of February, every Monday there will be an episode from the series which will be uploaded and will run throughout the week. As a part of its offline engagement strategy, Pix launched the PIX Movie Club which has around 8,000 to 10,000 registered members in just four months. And the membership number is significant because the membership is open to only college students.

Adgully caught up with Himmat Butalia, Marketing Head, Pix to find out more about the initiatives. Talking about the webisodes Butalia says, "Pix's Facebook fan page has around 85,000 fans and we realised that we also need to build better engagement through our official website. The new webisode series is a step in that direction and in fact we have got a very good response from the masses. The traction has grown from 50-60% since we started with our webisode series."

Moreover there is a special on air promotion for "The Bannen Way' on PIX and the channel has also launched "The Bannen Way Contest' where a winner who answers questions based on the 16 week webisode series can win a free I PAD.

"The TG for this initiative are audiences belonging to the age group of 15-35 and from the metros," he adds.

On the other hand Butalia adds that Pix Movie Club allows college students to be a member of the club by simply going on the channel's website and signing in. Post the sign up process, the person will get a coupon; it will allow the member to watch any of the latest English movie release at just Rs.30. The offer is valid in any PVR theaters across the cities Mumbai, Delhi and Bangalore and is valid on the first show of the day.

"We want to build better engagement for our viewers online and offline as well. We would want to gauge the success of the webisodes and then maybe plan more series of this nature," he adds. | By Prabha Hegde [prabha(at)adgully.com]