The 24 hour English language movie channel that brings the best of Hollywood by premiering top blockbuster movies on television using content from many studios and independent movie companies, HBO, unveiled a fresh new-look on 14 February reflecting a complete revamp of content and audience engagement. The channel, operated in India by Turner, promises to deliver the best of English language entertainment through a number of brand updates, including a premium programming slate, the introduction of a complementary mobile app and the launch of HBO HD.
HBO’s new packaging reflects a youthful and aspirational viewer demographic, and has been redesigned to present world-class content to a local, but worldly, audience.
Turner International, South Asia Senior Vice President and Managing Director, Siddharth Jain said, “Consumers are at the center of everything we do and these changes directly reflect this. The all new HBO captures its audience’s imagination – like never before – through the implementation of a new programming and content strategy; and new fan-engagement initiatives.”
The big-budget Mad Max: Fury Road that recently won four awards at BAFTA 2016, lead the launch of a new program and content strategy, complemented by a large-scale social media campaign featuring fun facts, trivia and contests. Its 1 pm premiere on yesterday marked the official channel refresh, with four upcoming back-to-back Sunday premieres lined up: American Sniper, Wild Card, San Andreas and A Walk among the Tombstones.
A complementary mobile application will also be released in March which will give viewers access to channel details and information. Whereas HBO HD will launch in April. The channel will be available on direct-to-home (DTH) and cable platforms, and will successfully bring the multiplex experience right into living rooms around the country.