PIX bets on niche content, onground activities to grab eyeballs

NEW DELHI: English movie channel PIX today said it will bring in niche films and ramp up its onground activities to strengthen its presence in the country.

"The idea is to have a contemporary channel so we will bring in the latest releases, along with cinema with differentiated content," PIX Senior Vice President and Business Head Sunder Aaron told reporters here.

The channel, which reaches 27 million households, is a part of the Multi Screen Media (MSM) group.

"If we reach 25 per cent market share in the next one year from the current 20 per cent, I shall be a very happy man. Our main competitors like Star Movies and HBO have similar market shares (25 per cent)," he said.

So, while we premiered Slumdog Millionaire, which was a global hit, we also had films like Shadows of Time, which have a good story to tell, he added.

He, however, declined to comment on the investments being made.

PIX organises various on-ground activities like PIX Movie Club (film premiers for college goers), along with other joint activities with sister companies like Sony Music.

"We will also keep investing in onground activities to promote the channel and engage with the audiences on the kind of films they want to watch," he said.