Turner International to replace HBO Hits with HBO HD
Dated: November 20, 2015
Turner International India has announced the shutting down of HBO Hits. The broadcaster is launching HBO HD, the high-definition version of HBO in India. HBO Hits will be rebranded as HBO HD from 2016, subject to regulatory approvals. This will make the high definition HBO movie experience, currently available only to premium audiences, accessible to a far wider audience base in India. HBO Defined will no longer be available in India from 31 December 2015.
Turner International, South Asia SVP and MD Siddharth Jain said, “With the inclusion of the HBO channels, the Turner portfolio houses some of this region’s biggest and best-loved brands in English entertainment. We will lead the HBO channel operations in India capitalising on the enormous synergies and experience we have in managing industry leading networks. We are excited to bring our first high definition offering, HBO HD to Indian viewers. Come Q1 2016, the viewers will get to see a more glitzy and invigorated HBO. Do stay tuned for more on that.”
Turner International has recently completed a pan-India consumer research to better understand its audience and how it can best meet their expectations. The results of this initiative will be visible on-air soon, with a HBO brand refresh.
The marketing for the HBO channels will be managed by Rohit Bhandari; advertising sales and distribution will continue to be led by Juhi Ravindranath and Kishan Cheranda respectively.