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Movie viewing space expands as Cinema TV enters Indian market

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5/29/2012 / Entertainment

New Delhi, 29 May, 2012 Softline creations announces the launch of its 24-hour satellite movie channelCinema TV, which is all set to change the entertainment landscape in the country.

Coinciding with the 100th year of the Indian Cinema, the channel promises to deliver cinematic feast of Bollywood's Biggest Superstars, featuring in the latest blockbusters to evergreen old time hits. Hitesh Sabharwal, who has joined the company as the CEO, would head the channel. An industry veteran, his experience in the broadcast domain spans over 17 years during which he worked with some of the leading names like Zee TV, Sony Pictures Entertainment, Times Group and Astro Group among others.

"Our brand tagline is derived from "Har cheez ka sahi waqt hota hai" which will relate the fact that every movie has an appropriate time to watch. Through our channel, we aim to bring the family together by catering to the tastes of each member through several genres of movies including Drama, Action, Comedy, Thriller, Classic", informed Hitesh Sabharwal.

"The core strategy of the channel is to strengthen content and distribution. We understand the consumption patterns of our audience and plan to make our channel content accessible to all markets. Being a Free-to-air product, local cable operators will be able to tune into it and will assure broader reach. To extend the reach to non C&S markets, the channel will explore DD Direct plus Platform. We will also undertake a brand campaign in conventional mediums like Print, TV, Cinema & outdoorsto promote our channel", commented Sabharwal.

About Softline Creations

Softline Creations Pvt Ltd. is in the business of conceptualization and creation of multimedia assets and IPs. It offers content development expertise for Television & Filmed entertainment as well as consulting, strategic and research advisory services to clients. It closely works with media buying companies & brand owners to develop AFPs & brand solutions. The strategy of the production house is to create top quality content that brings visibility to its clients through its inherent mass appeal.

Partha Das

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