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Bangalore:
Having completed a seven year stint in India, and now running in its eighth year
in the country, HBO, the "home box office" English movie channel, is
looking to be more of a relevant brand, and much more than a television channel.
According
to Shruti Bajpai, country manager, HBO South Asia, the DTH (direct-to- home invasion
will see the entry of niche channels into India. HBO''s strength lies in offering
the latest, biggest, newest Hollywood blockbusters, which it would like to leverage
as its core competency to be known as a relevant brand to viewers. Movie
watching is set for a new era, according to Bajpai, given the growing popularity
of multiplexes in India, not just in the metropolitan areas.
The
company would like to cash-in on a trend of HBO premieres of Hollywood blockbusters
on TV, through tie-ups with four Hollywood studios - Paramount, Sony Pictures
Entertainment, Universal and Warner Brothers.
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