Sony Pix Version 2.0 to bring Hollywood closer

New Delhi, Dec 24 (IANS) Taking the Indian small screen route to bridge the gap between the world of Hollywood and India, Sony Pix, an English movie channel, will upgrade to Version 2.0, starting 2016.

A channel official says the idea behind the step is to bring Hollywood closer along with taking the movie viewing experience out of the idiot box.

Saurabh Yagnik, executive vice-president and business head, English Cluster of Channels, Sony Pictures Networks India, said a number of on-ground activities are lined up to turn the idea into a reality.

“Sony Pix Version 2.0 looks upon how we are investing in content and for that we have signed a multi-year deal with NBC Universal. So starting January, three biggest films – ‘Fast and Furious 7’, ‘Minions’ and ‘Jurassic World’, ‘Ted 2’, ‘The Walk’ and ‘Divergent’ will find a way into TV,” Yagnik told IANS.

“The idea is to bring Hollywood closer home rather than thinking that it is sitting somewhere miles away from us. It is creating a Hollywood eco-system,” he added.

With such big movies taking the content slate of PIX version 2.0, the channel is also reshaping its consumer connect strategy to retain its position in the consumer mind space.

In a signature move, PIX will now have a female voice-over as the voice of the channel.

Yagni said the move behind the channel’s Version 2.0 is “to build eco-system around Hollywood, promotion on social media, contests on social media through which winners will be given exclusive experience, creating special movie centric zones”.

Along with more on-ground activities, the channel will also introduce ‘money can’t buy merchandise’ through which viewers will get a chance to get their hands on personalised movie souvenirs.

So, before the premiere of “Minions”, the look of the channel will be changed on the basis of the theme.

Yagnik also said that moving onto the next level was the need of the hour, keeping the young demographics of society in mind.

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