Thursday 18 February 2016

HBO unveils its new look; plans to launch mobile app & HBO HD


The rebranding project has been initiated by Metal Communications. According to Ambarish Ray, Director & COO, Metal Communications, when they devised the campaign thought and line Like Never Before, the idea was to bring alive the unique HBO experience and create a first time new expectation among the audience.
AmbarishSpeaking exclusively to IndianMediaBook, Ray said, “The HBO rebrand project was a very important and prestigious one for Metal. While HBO globally is a household name, in India the challenge was to re-launch the same HBO quality content to a younger audience with a world ready outlook.”
The channel, operated in India by Turner, delivers the English-language entertainment on the multi-platforms through a number of brand updates and a premium programming slate.
Speaking about the development, Siddharth Jain Senior VP & MD, Turner International, South Asia 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. Indian consumers are spoilt for choice when it comes to entertainment options, and HBO is ideally positioned not only to excite but also engage.”
The big-budget Mad Max: Fury Road leads the launch of a new program and content strategy, complemented by a large-scale social media campaign featuring fun facts, trivia and contests. Its 1pm premiere on February 14 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.
“We also knew the bar would have been raised on what to watch out for when you are watching HBO. And that will be pretty much taken care of if one sees the grand line up readied by HBO – with Mad Max: Fury Road opening the curtains, followed by a blockbuster every Sunday – American Sniper, Wild Card, San Andreas, A Walk Among the Tombstones, added Ray.
HBO is all set to launch its mobile app in March. The app will gives viewers access to channel details and information – boasting full channel schedules, a reminder feature, TV promos, preview of upcoming premieres and a Hollywood quiz. It will also introduce its HD channels HBO HD in April.