According to HBO chiefs, the network has not typically focussed on a cross-channel promotional strategy, but with the introduction of new viewing platforms such as HBO Signature, Hits and Family, there was a greater need to harmonize the company’s offerings.
The move also includes a reworking of the various channels’ programming blocks, with four of the channels beginning programmes on the odd-hour, with just HBO Signature beginning on the even hour.
“We call it appointment viewing,” said HBO Asia senior vice-president, sales and marketing, Suarina Chua.
“This way our audience knows that on the hour, there is always a show starting on HBO. In the past, we didn’t really need to do much cross-channel promotion, but now with five channels we really do need to do so,” she added.
The channels have also been revamped with the help of Infinite Framework to include a ‘web’ look, in which the TV screen is divided into windows, with each providing information about scheduled shows on its sister channels. Other new features include interactivity and quizzes.
More changes are expected for December, which will include new colours and visual brand cues to enhance their identity.
