The Hindu : Karnataka / Bangalore News : HBO still going strong after seven years

Online edition of India's National Newspaper
Wednesday, Oct 24, 2007
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Karnataka

Karnataka - Bangalore

HBO still going strong after seven years

Staff Reporter

The emphasis is on variety when targeting Indian audiences

BANGALORE: Home Box Office (HBO) came on to the small screen, seven summers ago. The movie channel is still well entrenched in that space, and now wants to get better but in true Hollywood style. Yet, the brains behind HBO have learnt to localise at least the movie timing if not the content. So we have the “Diwali Buffet”, all ready to hit the small screens in November.

The third edition of “Mission: Impossible” is HBO’s way of making a mark in the coming festive season. Slated for the 9 p.m. slot, the film directed by J.J. Abrams and starring Tom Cruise, will come alive on November 9. Also lined up are other segments such as Let’s Salsa, Kids Power, Blockbuster Mania, Fantastic Portal and The Great Comedy Challenge.

Bunched under the HBO “See It First” segment, every Saturday night at 9 p.m., are films such as “North Country,” starring Charlize Theron and Sean Bean and “You, Me and Dupree,” starring Owen Wilson, Matt Dillon and Kate Hudson.

HBO South Asia Country Manager, Shruti Bajpai explained the rationale behind the channel’s emphasis on variety, particularly when targeting the Indian audience.

She said: “Indian viewers have evolved over the years. They are keen to watch different types of films. The multiplex revolution has ensured that even Hollywood films can be economically viable here. Take for instance, the success of Spiderman 3.”

HBO currently has a base of about 26 million viewers across the country.

Ms. Bajpai said that the channel has seen a growth of about 15 to 20 per cent in the last four years, with the maximum increase seen in Mumbai, Delhi and Bangalore.

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