
New Genres
Channel is also planning to introduce new genres of channels through the DTH platform, which will be niche and premium in their offerings. We can definitely hope the same for IPTV subscribers in future. Tapping into new genres there are channels such as the Game Show Network, which focuses on the genre of gaming, which could possibly be introduced through the DTH platform in the country. AXN will also looking towards merchandising products such as T-shirts and apparel in near future and for the same AXN will be positioning itself as youth centric brand. Same strategy is being adopted by ZEE English, which has decided to move away from comedy and drama, its original positioning plank, and dabble in action programming instead. Sister channel ZEE MGM, meanwhile, is keen on acquiring movies from studios other than Metro-Goldwyn-Mayer, its existing partner. The rationale, again, is to look at audiences beyond its traditional set of viewers.
AXN is already moving towards a strange concept of dabbling into Hindi feeds. Though restricted to reality shows such as Ripley's Believe it or Not, and action movies, it marked a break from its earlier stance of "only" English programming. Strange as it may sound, English channels beaming Hindi programmes is another strategy of getting more viewership. HBO's decision to telecast the Mummy trilogy (which is, The Mummy, The Mummy Returns and The Scorpion King) in Hindi was an initiative which paid off handsomely.
In all it shows that there will be a heated activity among broadcasters to launch new genres of channels to create a differentiation among plethora of choices but the moolah will come only from the content customization for Indian viewers as experienced by France telecom and PCCW. Interesting observations can be derived if someone can get hold of viewership data of Dish TV's premium channels.
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