Evision has tailored movie time slots designed to cater to specific movie viewers.
Evision, the media and entertainment division of e&, has announced the rebranding of its in-house Bollywood movie channel, eMasala, now known as ’em – Bollywood Unlimited’.
With an aim to revolutionize the way Bollywood enthusiasts experience their favourite films, ’em’ aspires to elevate the channel to new heights.
Speaking about the relaunch, Olivier Bramly, Chief Executive Officer, Evision, said: “We understand the importance of staying at the forefront of the ever-evolving entertainment landscape, and are committed to delivering the very best in quality programming. At Evision we are continuously evolving in terms of content to connect with our viewers and look forward to sharing this incredible journey together. As leaders in entertainment in the region, this launch aims to enhance the customer experience – a perfect testimony to our commitment to bringing original Indian content to meet the huge appetite of our audiences.”
The selected array of new and premium content as part of this relaunch ensures that ’em’ is strategically positioned to enthral a wide range of viewers. With a catalogue of the latest and most popular movies alongside timeless classics, the channel ensures that viewers have access to the most sought-after Bollywood content.
The channel now broadcasts for 24 hours a day, offering more than nine dedicated movie slots over multiple thematic time bands. Each time slot caters to a specific target audience, ensuring personalised enjoyment for every viewer. The new programming schedule will include em Happy Hours, em Breakfree Afternoons, and Unwind with em, among others.
The emFest movie festival, which runs until October 1, allows viewers to participate in the giveaways by scanning a QR code displayed on-screen during the movies airing at 9 pm every day.