MUMBAI: Softline Creations has debuted in the television space with the launch of its first 24-hour satellite Hindi movie channel Cinema TV, a genre that is grappling with rising acquisition cost of movies and cut throat competition among the top three players.

A free-to-air channel, Cinema TV is currently available on three DTH platforms - Reliance Big TV, Videocon D2H, and Airtel Digital TV. To extend its reach in non-C&S markets, the channel is exploring partnership with DD Direct plus.

Headed by Hitesh Sabharwal, the channel has roped in Raju Shrivastav as brand ambassador. The channel is being promoted through digital, print, and outdoor ads besides running cross-channel promos.

"We have a library of 800 movies comprising across genres like drama, action, comedy, thriller and classic," says Sabharwal, who has earlier worked with Zee TV, Sony Pictures Entertainment, Times Group and Astro Group.

Some of the movies that the broadcaster will air include Don, Rang De Basanti, Murder, Tangewala, Quickgun Murugun, Humse Badhkar Kaun, Wardat, and Sanam Hum Aapke Hain. A large chunk of the library comprises yesteryear classical movies.

So how will Cinema TV tackle competition? "We have defined the prime time in the evening at 7.45 pm; we have also introduced kind of an appointment viewing for our viewers. Movie channels can be differentiated through presentation of content and the kind of programming that is offered in between movies," says Sabharwal.

The brand tagline is derived from "Har cheez ka sahi waqt hota hai". "This will relate to the 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," he says.

The channel is following a distribution strategy that will move up from lower towns. "Our distribution strategy is different from other channels as we are starting from Tier V cities and then moving on to Tier I cities," avers Sabharwal.

The fight in the movie space, however, won?t be easy as it is dominated by biggies like Max, Star Gold and Zee Cinema.

MUMBAI: Zee Entertainment Enteprises Ltd (Zeel) expects its advertising revenue to improve this fiscal despite trends of a softening due to market share gains of its channels, including flagship channel Zee TV.

The Subhash Chandra-promoted company forecasts industry to grow at 8-10 per cent due to a weakness in overall ad spends while its own progress this fiscal would be faster. Since there is an uptick in ratings, this should get reflected in more ad revenues this year.

Zeel?s ad revenues in FY?12 degrew 6.8 per cent to Rs 15.84 billion compared to Rs 17.01 billion a year ago.

The company?s subscription revenue will continue to see strong growth, aided by Media Pro, the joint venture channel distribution company between Zee-Turner and Star Den. Zeel is looking at subscription income growth in the mid-tweens without factoring in digitisation in the four metros of Delhi, Mumbai, Kolkata and Chennai.

After the formation of Media Pro, most of the distribution deals with cable TV operators and DTH service providers will come up for renewal this year.

Domestic subscription for FY?12 was Rs 9.22 billion, up 28.4 per cent up from Rs Rs 7.18 billion a year ago.This is, however, not comparable because Q4 FY?12 numbers include an amount of Rs 506 million representing 50 per cent share of net revenues of MediaPro when consolidated under joint venture accounting. This amount of Rs 506 million considered in this quarter pertains to nine month period from July 2011 to March 2012.

Zeel is planning to launch a new Arabic language channel so that it can tap advertising revenues in that market. It already runs Zee Aflam in the Middle East.

The company has got landing rights in China. It will continue to follow a localisation of content strategy in many geographies across the world so that it can monetise ad revenues. Earlier, Zeel had a subscription revenue model in international markets.

Zee TV plans to increase its original hours of programming to 35 hours within six months, even if the ad market doesn?t improve. The content and marketing costs will, thus, continue to show an upward trend.

Zeel sees an opportunity to ramp up investments in Tamil Nadu after Sun Group has lost its stranglehold with the Jayalalithaa-government floating the state-owned Arasu Cable. The company plans to relaunch its Tamil channel, Zee Tamizh.

Zeel does not plan to launch a second Hindi movie channel, like rival Star has done. After a period of lull, the company was aggressive in movie acquisitions in FY?12. As there are not many current year new releases available for purchase, it will continue to invest in acquiring future movie projects.