Article Movies OK successfully makes space i Hindi Movies Genre

[Xen]

Star TV took the fight to the other networks with the launch of a second Hindi movie channel under its OK brand. Armed with a vast movie library, Movies OK has had a strong start, becoming the fourth player in the space with over 60 GRPs. The leader channel, whether it is Star Gold or Zee Cinema or Max, enjoys around 120 GRPs.

Cinema TV, promoted by Mumbai-based Softline Creations, has failed to make any impact. The company claims it has an 800-movie library comprising mainly of retros and is aiming to create a space for itself in the genre dominated by Star Gold, Zee Cinema and Max.

Even as new channels launched, the top three players battled it out to acquire the best of content. Multi Screen Media, Max’s parent company, made the first move by acquiring the rights of blockbuster Vidya Balan-starrer The Dirty Picture, and yet-to-be-released Aamir Khan-starrer Talaash and Salman Khan-starrer Ek Tha Tiger. It also acquired the rights for Yash Raj Films’ Ladies v/s Ricky Bahl.

Star acquired rights for Dabangg 2, Housefull 2, Ghayal 2 and Kaal Returns, adding to its extensive library of 1300 movies.

Zee, which was lagging behind in the acquisition game, made an aggressive pitch and acquired rights of movies like Don 2, Agneepath, Agent Vinod, Barfee, Heroine, Desi Boyz, Players, Joker, Michael and My Friend Pinto.

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