Posted:
Star Plus is launching a new Maha Movie' strand on Sunday nights showcasing its serials in a three-hour long film format on the character of the protagonists of the popular serials and, in the process, hook new viewers to the channel.
Nikhil Madhok, Senior VP, Marketing & Programming Strategy, Star Plus, said, "The Maha Movie format of the serials gives great opportunity to both the regular and the non-regular Star Plus viewers. These three hours have the potential to grab the attention of those who are familiar with the ongoing story plot and also those who are not. For viewers belonging to the second category, it is like an invitation to them to Come, enjoy the movie and catch-up with the storyline'. The channel enjoys a good viewership from Monday to Saturday; we, therefore, decided to build our viewership for Sunday by airing the Maha Movies at two time slots."
The latest Maha Movie to be aired on the channel was Super coach Akshara' from the serial Yeh Rishta Kya Kehlata Hain' on 20th July. The film highlighted Akshara's fight to give strength and instil confidence in her son, Naksh, who was diagnosed with juvenile diabetes, to play football.
Madhok further explained, "The parameters on which we decide the Maha Movies don't necessarily depend on the TRP ratings of the serials. All we look for is a dramatic track which blends itself into a beautiful movie. We choose a story plot, which is unique and also engaging at the same time. For example, Akshara, the protagonist in Yeh Rishta Kya Kehlata Hain, dons several hats and the serial also had several twists and turns. But we decided to choose juvenile diabetes for the Maha Movie because, being a mother, Akshara has been handling a very difficult situation in her life, and as a subject also it is very fresh, not many are aware of how rampantly it is growing among kids today."
- See more at: http://www.media247.co.uk/bizasia/star-plus-introduces-maha-movie-sunday-slot#sthash.PHV2QshJ.dpuf
Nikhil Madhok, Senior VP, Marketing & Programming Strategy, Star Plus, said, "The Maha Movie format of the serials gives great opportunity to both the regular and the non-regular Star Plus viewers. These three hours have the potential to grab the attention of those who are familiar with the ongoing story plot and also those who are not. For viewers belonging to the second category, it is like an invitation to them to Come, enjoy the movie and catch-up with the storyline'. The channel enjoys a good viewership from Monday to Saturday; we, therefore, decided to build our viewership for Sunday by airing the Maha Movies at two time slots."
The latest Maha Movie to be aired on the channel was Super coach Akshara' from the serial Yeh Rishta Kya Kehlata Hain' on 20th July. The film highlighted Akshara's fight to give strength and instil confidence in her son, Naksh, who was diagnosed with juvenile diabetes, to play football.
Madhok further explained, "The parameters on which we decide the Maha Movies don't necessarily depend on the TRP ratings of the serials. All we look for is a dramatic track which blends itself into a beautiful movie. We choose a story plot, which is unique and also engaging at the same time. For example, Akshara, the protagonist in Yeh Rishta Kya Kehlata Hain, dons several hats and the serial also had several twists and turns. But we decided to choose juvenile diabetes for the Maha Movie because, being a mother, Akshara has been handling a very difficult situation in her life, and as a subject also it is very fresh, not many are aware of how rampantly it is growing among kids today."
- See more at: http://www.media247.co.uk/bizasia/star-plus-introduces-maha-movie-sunday-slot#sthash.PHV2QshJ.dpuf
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