Pix to focus on blockbuster content

When it had launched four years back, English movie channel Pix focussed on library movies from Sony and MGM. That gave it an audince that was older than what rivals Star Movies and HBO had. Now, though, the channel is focussing on blockbusters and current films.

New films that will air include The Hurt Locker that won the Best Picture Oscar and District 9.

Says Pix business head Sunder Aaron, “Our aim is to have a 25 per cent share in the genre. Our positioning as a premium Hollywood movie channel has not changed. We are still about telling good stories. But our programming strategy has evolved. The overall strategy in 2006 was to transform the channel into a current film channel. We are following the path that we had laid out for ourselves when we launched the channel. We are going according to plan.”

The aim is to have at least five premieres a month out of which at least one film will be a blockbuster.

Pix seeks to broadbase the audience by attracting the youth. “One of the things that differentiates Pix from the rival channels is that it is operated from here. That allows us to respond quickly to the needs of advertisers and viewers,” says Aaron.

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